Partnership:

MARCH MADNESS and Wendy's

Description:

The NCAA and Wendy’s teamed up to support MARCH MADNESS. The “Unreasonable Effort” campaign celebrated the lengths to which college basketball fans will go to follow and back their teams, comparing it to the same effort Wendy’s puts into their products.

The partnership included a 30-second TV ad, a three-week road tour that promoted sampling of Wendy’s fare, a Tip-Off Tailgate event at the Final Four center in Phoenix, social media efforts, as well as a tie-in with basketball analyst Jay Bilas.

Additionally, Wendy’s sponsored the Never Frozen Twitter bracket and sweepstakes, which gave fans the chance to win $100 and $1,000 gift cards to Wendy’s, and offered one grand prize winner “Fresh, Never Frozen” beef for a year. The sweepstakes period ran from March 12 – April 1, 2017.
Partnership Opportunity:
MARCH MADNESS/Sports
Company:
NCAA
Partner/Category:
Wendy's /Dining
Timing:
March 1st Quarter 2017
Target:
Male
Female
Tweens
Teens
Promotional Elements:
Branded Content
Contest / Sweepstakes
Event / Activation / Experiential
Premiums / Giveaways
Product Demonstrations / Sampling
Event / Activation / Experiential
Media Elements:
Email
Micro site
Mobile
Online
Product Giveaways
Social Media
TV Spot
Created On:
2020-11-30
Last Modified on:
2017-05-22
Companies Involved
NCAA
Tuck

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