The way basketball fans interact with March Madness is rapidly evolving, and as the Official Breakfast of the tournament, Wendy’s needed to keep up with the hype.
Historically, fans fill out brackets guessing how far teams would make it throughout March. One wrong guess and your bracket is over.
In 2021, we saw a 45% decrease in Tweets about March Madness brackets from Selection Sunday to the second round due to busted brackets. Instead of dropping out after a failed bracket, pick’ems allow people to participate on a game-to-game basis and stay involved in the conversation for the entire tournament.
What if Wendy’s shifted its focus from brackets to pick’ems so that every game, every round, and both the Men’s and Women’s Tournament became a new opportunity to play and win offers from Wendy’s? The fast food favorite stepped away from the terrible feeling of a busted bracket and pushed for more participation throughout the NCAA conversation.
Wendy’s forwarded a 360 campaign approach using a full suite of Twitter ad tools to keep up with the madness this March. By tapping into Twitter NEXT, Twitter’s in-house brand strategy team, Wendy’s made the full court shot.
Starting with notifications, sports fans could opt-in to get gametime reminders for each round of both the Men’s and Women’s Tournaments.
The countless busted brackets each year show just how hard it is to pick game winners. So Wendy’s co-hosted Twitter Spaces with Turner Sports throughout the tournament to discuss picks and brackets with sports experts and content creators.
And they didn’t stop short. Wendy’s showed up in New Orleans for the finals, continuing the conversation at the tailgate, on courtside, and with fans at home.
Wendy’s did the most — sparking conversation even as brackets busted. Here’s exactly how it went down.