Concept: Leverage interest in brackets during March Madness to have fans of Bojangles’ participate in a brand-themed three round bracket sweepstakes
Objective: Engage consumers during March Madness with a Bojangles’ themed bracket sweepstakes to drive engagement and brand affinity
Digital Campaign Index (DCI) Score: 182
Use Case: Brackets
The frenzy of March’s NCAA basketball tournament has finally arrived, and brands are jumping on board, as we saw a few weeks ago with Reese’s March Madness sweepstakes. For our readers that may not be familiar with March Madness (what’s up Bebteam), NCAA’s annual national championship tournament is a weeks-long tournament consisting of 64 different men’s basketball teams competing against each other and is commonly referred to as March Madness.
The bracket has become synonymous with March Madness and brands have jumped on board to leverage the appeal and engagement opportunities that brackets present during March. Bojangles, famous for their Chicken ‘n Biscuits, is one of the brands that has launched a topical, but unique, bracket campaign to engage both basketball and non-basketball fans during the tournament.
Bojangles’ built out a bracket featuring pitting their best menu items against each other and fans who participate are being given the chance to win an Xbox OneX and Bojangles’ gift cards. Building a bracket marketing campaign featuring their menu items was a smart way to engage both existing and a new customer base by leveraging March Madness to get in front of new audiences.
DCI Score Overview: 182
Bojangles' DCI score is a combination of an Engagement Score (ES) of 307 and Virality Score (VS) of 56, and is a great example of a well-timed campaign designed to appeal to Bojangles’ core fan base, as well as new audiences tuned into the March Madness.
Check out more details on some best practices any brand can incorporate into their bracket campaigns to optimize for engagement and virality.
Engagement Score (ES): 307
Virality Score (VS): 56
Bojangles’ crushed the game by tapping into a huge culture moment, but giving their fans and new audiences an interactive experience that was unique to their brand. We feel confident saying the hype around March Madness won’t be going anywhere and it will remain a great opportunity for brands to launch interactive campaigns to connect and build brand affinity with their audiences.