While the scope of NCAA March Madness doesn’t quite reach that of the Super Bowl, it’s still nevertheless one of the largest sporting events of the year. If anything, you could argue that at the very least, March Madness is something more of an immersive experience, as fans are encouraged to fill out brackets and compete with one another. It should come as no surprise then, that social media marketing has found its way into the tournament.
John Calipari, head coach of the top seeded Kentucky Wildcats, has been asked by DirecTV to market its NCAA Men’s Division 1 Basketball Championship package. While this in and of itself isn’t particularly noteworthy, it’s the manner in which they’re asking Coach Calipari to do it that’s making social media headlines. Coach Calipari is expected to promote the package not just through traditional television channels, but also through his Twitter and Facebook pages which boast a combined 1.5 million followers.
However, DirecTV isn’t the only major company attempting to draw consumers through social media, far from it in fact. The NCAA itself has created a fan page on Facebook specifically for the tournament, and through it, offers users quick access to commentary, fan insight, event data, sites of interest, and ticketing information.
Similarly, the NCAA is offering video highlights through its official YouTube channel, in addition to live coverage on their own March Madness on demand website. The coverage, provided by CBS, will offer streaming video of the entire tournament, meaning that a computer and an internet connection gives you viewing access to every game. Furthermore, CBS and the NCAA plan to complement their coverage with highlights and analysis, allowing anyone who’s missed a game to catch up on events.
It’s evident that social media has arrived as a mainstream means of brand marketing. While a smaller organization wouldn’t be expected to pursue a campaign quite as encompassing as that of the NCAA’s, or the NFL’s during the super bowl a couple of months back, simply being able to connect with customers through Facebook and Twitter is growing increasingly important for businesses seeking to remain relevant.