Situation: NCAA March Madness tournament is major annual sporting event with a major opportunity to get customers to engage with the Yahoo Fantasy App.

Task: Create a marketing campaign driving customers to fill out brackets on the Yahoo Fantasy App.

Action: A 360 marketing campaign emphasizing filling out brackets is for everyone. Whether you are an expert fan proving your smarts, or a novice that likes beings in the competitive mix, there are some common methods used to fill out your bracket. Maybe you’re a stats and numbers guy who uses your head, or possibly someone who follows their heart, loyal to your alma mater, or perhaps you just trust going with that gut feeling.

Results: +600% Twitter (X) and +2400% engagement year over year. +78% engagement year over year  in the celebrity bracket challenge, 428 Million Total Impressions and 115% increase in product registrations.