AT&T Final Friend NCAA
AT&T spent millions on their NCAA March Madness sponsorship. In order to capitalize across channels, they wanted to extend the sponsorship beyond on-site and TV. So we came to them with an idea based on an insight.
What does EVERYONE do during March Madness, whether you're a basketball fan or not? Fill out a bracket. So we created a Final Friend bracket on Facebook for anyone to participate, matching your top friends against each other. You complete the bracket, all the way to your Final Friend, then enter to win a trip to the Final Four.