March Madness, the NCAA men's and women's basketball tournaments, is more than just a sports competition—it's a cultural event that captures the attention of millions. In 2023, the men’s final averaged 14.69 million viewers, and the women’s final averaged 9.92 million viewers—a record high. With this kind of reach, savvy e-commerce and digital business owners can leverage March Madness to score big in [[[their marketing efforts](woocommerce-klaviyo.html)](email-benchmarks-by-industry.html)](how-to-craft-the-perfect-postpurchase-email-series-for-ecommerce). Whether through social media, email promotions, or partnering with influencers, the tournament offers ample opportunities to engage with customers and increase brand visibility.
The beauty of March Madness is that it appeals not just to sports enthusiasts but also to casual observers and even non-fans. This inclusivity is something marketers should embrace. For instance, CBS initially recognized the broader appeal of the tournament and invested heavily in streaming access. This ensured that games were accessible to audiences tied to desks or without television sets, leading to over 9 million viewers across multiple channels during the opening weekend (Source: Sport Business Journal).
Brands can emulate this strategy by promoting content that includes not just sports highlights but also office bracket pools, water-cooler discussions, and watch parties. Encouraging office-friendly interactions around the tournament can create a positive association with your brand, similar to how local festivals bring businesses together.
Hosting a bracket contest can be a phenomenal way to engage your audience. Encourage customers to fill out official brackets for a chance to win prizes. This amplifies engagement and keeps your brand top-of-mind throughout the tournament. For example, Villing & Company has shared their own version of interactive bracketology, offering modest prizes but fantastic bragging rights ((Source: [Villing & Company]](https://villing.com/articles/the-four-ps-of-march-madness/)).
Using the tournament's official hashtag, #MarchMadness, can significantly increase your brand’s visibility on social media. FanDuel saw tremendous success by sharing memes with #MarchMadness, generating 22.29 million potential impressions (Source: Baer Performance Marketing).
One of the most recent trends in marketing during March Madness is leveraging Name, Image, and Likeness (NIL) deals with student-athletes. Brands like Pizza Hut and Marriott Bonvoy have seized this opportunity to create campaigns that deeply resonate with audiences. In 2023, Marriott Bonvoy launched a campaign featuring NCAA basketball players performing their pregame rituals in Marriott Bonvoy properties, coupled with enticing giveaway offers (Source: Baer Performance Marketing).
Even brands without direct access to NCAA athletes can still engage effectively. Capital One’s long-term partnership with the tournament leverages an all-star cast, including Samuel L. Jackson, Charles Barkley, and Spike Lee, promoting their brand in creative and memorable ways (Source: Sports Business Journal).
March Madness is a social media frenzy. Platforms like Twitter and TikTok see explosive activity during the games. With over 1.5 billion impressions on Twitter in just the first two days of the 2023 tournament, it’s evident that users engage heavily in real-time (Source: Baer Performance Marketing).
Posting real-time updates, live-tweeting, and engaging directly with fans can keep your brand relevant. Strike Social noted that tweets mentioning #MarchMadness saw a peak activity with 108,490 tweets on March 18, 2023 (Source: Strike Social).
Use your brand’s platform to tell compelling stories that intersect with March Madness themes. Writing insightful articles that reflect on game strategies, team statistics, and even player backgrounds can boost engagement and shareability on your content channels.
Influencer marketing can amplify your reach during the tournament. For instance, LG Electronics utilized the tournament to highlight mental health awareness among student-athletes, which resonated deeply with their audience (Source: StudioNow).
Segment your email lists to tailor content that resonates with March Madness viewers. Klaviyo recommends using intriguing subject lines like “Go for the win with free shipping on your order!” to capture attention (Source: Klaviyo).
Offering time-sensitive discounts aligned with game schedules can create urgency. For example, Freshly Picked ran a promo code “PLAYOFFS” offering 20% off, perfectly synching with the excitement of the tournament (Source: Klaviyo).
March Madness is a time for local pride. Target [[[[[[[[[[[[[[[your marketing efforts](case-studies-willow-tree-boutique-predictive-analytics.html)](drip-campaigns.html)](new-sms-capabilities-across-europe-apac.html)](2024-google-yahoo-sender-requirements.html)](glossary-what-is-utm.html)](klaviyo-cdp-features-update.html)](bfcm-marketing-checklist.html)](glossary-what-is-a-marketing-program.html)](the-importance-of-welcome-emails-in-ecommerce-how-to-convert-new-subscribers-into-customers)](how-to-build-and-segment-your-ecommerce-email-list-for-maximum-engagement)](anytime-campaign-sending.html)](the-power-of-automation-5-essential-ecommerce-email-workflows-you-need-to-set-up)](how-marine-layer-scaled-their-brand.html)](labor-day-marketing.html)](salesforce-email-marketing.html) based on the geographic presence of specific teams. Engage locally by offering promotions tied to the successes of local teams.
Consider organizing viewing parties or sponsoring local events. BenchmarkOne suggests that partnering with local bars, restaurants, and event centers can drive foot traffic and foster community goodwill (Source: BenchmarkOne).
March Madness provides an unmatched opportunity to engage with a wide array of audiences, not just sports enthusiasts. By employing diverse marketing strategies—ranging from social media engagement to localized promotions—you can leverage the excitement and vast reach of the tournament to enhance your brand visibility and drive sales. Remember, whether you are a small local business or [a global enterprise](a-complete-guide-to-email-lifecycle-marketing-for-ecommerce), March Madness has the potential to be a slam dunk for your marketing efforts. Ready to embrace the madness? Start strategizing today!