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Winning March Madness with Buick Bracketball

27/07/2016
Experiential Marketing
London, UK
12
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Credits
Buick wanted to reconnect with consumers and show that their brand is more modern, stylish and high-tech than ever. And they wanted to do so in a way that would resonate with the people who matter most to them—people who love spending time with friends and family, and who love sports.

Buick was an Official Partner of the NCAA Final Four. For Buick’s March Madness, they needed an experience that would not only resonate with the people they wanted to reach but would also cut through the noise, engage visitors, and showcase a whole new side of Buick.

Introducing Buick Bracketball.

It took March Madness brackets off the page—and onto the court. A basketball game in the format of a bracket, it was the first bracket that fans could literally play.

High-impact graphics, light-up Plexiglas backboards, regulation LED shot clocks, and sensitively calibrated scoreboards all came together to delicately merge our high-tech execution with the simple joy of playing basketball.

Men and women, adults and kids loved it. Players raced against the clock to score the most points. And so that fans could share the experience, we captured short videos of players sinking shots. The videos were available immediately so that, as soon as fans were done playing, they could share their victory on social media.

Fans engaged with vehicles to scan to win tickets to Final Four and championship games. Engagement levels, consideration, and sales soared.

30%
increase in display visits
50%
more leads generated
60%
sales increase
Buick connected with sports fans in a one-of-a-kind way. And fans saw Buick in a new light.

Nothing but net.
About Jack Morton UK

No one sets out to be average. No one aspires to be ordinary. Jack Morton is an award-winning global brand experience agency that exists to reimagine what an experience can be. We do that by pushing the boundaries of what’s possible in every format — virtual, live or hybrid. 

Through the power of experience, we create meaningful relationships between people and brands. 

But we don’t just create brand experiences. We create Experience Brands. 

Promise + Proof = Experience Brand 

We believe that great experiences drive loyalty and build advocates, but extraordinary experiences create Experience Brands. Brands that deliver proof on their promise at every touchpoint, time and time again. 

At the core of our agency is our people. Founded by a man nearly a century ago who believed that experiences move people to act, we continue to live by this notion today. We are a dedicated team of strategists, creative innovators, world-class designers, futurists, operational experts and business partners. 

Born out of smart insights and built creatively with a content-first approach, our award-winning experiences are imaginative and engaging, innovative beyond expectation, and flawlessly executed. 

Each and every day we are driven to do one thing: Be Extraordinary. 

This desire fuels our work and our culture. Because we don’t want to be ordinary. And neither do you. 

Jack Morton is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). More information is available at www.jackmorton.com.