“Bracketologists” TV & microsite
If anybody knows sports fans, it’s Philly.
When ESPN asked to us to promote their Tournament Challenge, an online fantasy game tied to bracketing for the NCAA Men’s Basketball Championship, we asked ourselves, “What would Philly do?” Easy: Celebrate the fans in all their glory. Humorous TV spots directed by “Saturday Night Live” writer Bob Odenkirk worked hand-in-hand with an engaging microsite to introduce the fan-obsessive “Bracketologists.” The result? It was the promotion’s best year ever—unique users increased by 15%, entries increased by 13% and brackets increased by 9%. Boom.