Whether you are looking for a vasectomy or recreating a classic moment with the help of a popular energy drink, there will be no shortage of activation campaigns on all levels as Selection Sunday comes into view. Darren Rovell reports that last year's promotion by an Oregon urologist for vasectomies has gained steam this year and may even be copycatted across the country, while Barry Janoff in his blog goes into great detail on Vitamin Water's promo where fans can send in videos recreating great NCAA moments, as well as the programs by longtime partners like AT and T and Coke. Even partners like Sheraton hotels are offering up March Madness discounts at regional sites, with all trying to cash in on the male demo and the mania that starts when the ball goes up next Thursday at noon. The biggest challenge during the NCAA's is to find ways to activate with the core fan of the successful university that moves on, while finding ways at retail and online to have all casual fans participate in brand building which leads to the Final Four. Sometimes the smaller brands which pick to activate around regional sites may be able to catch lightning in a bottle, while the longtime NCAA partners have the chance ti build on product affiliations and annual programs that gain strength over time. Either way, for the marketer looking for that elusive male demo, March Madness is here and the activation game is in swing.
Some other good reads…Jeff Passan on Yahoo Sports has a good look inside the national pride, and the pain, that surrounds Dominican baseball, especially after their shocker with the Netherlands on Saturday…and Media Post had two good pieces on Monday, first Edelman's Steve Rubel took a look at the digital trends and how to capitalize on them, and then Mark Nathanson had a look at six steps to small business success.
