Ryan Adkins
From insights to innovation.
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EKR Marketing Madness

I led out on the research and strategy on this project that we did for the 2016 NCAA March Madness Tournament. Regardless of how well your team performs during March Madness, their brand always has a chance to dominate in Marketing Madness. While players chase the ball, we chase their social media, logos and fan interaction to find out which team has the marketing brains and brawn to make their way through the brackets to the final four. Gear up for a heated battle, and see if your team makes the cut.

 

The research

The research

When it comes to a battle this size, there’s no room for error. We’ve examined even the smallest details to make sure the team we place on the pedestal rightfully belongs there. From design to social media and a few things in between, this year’s Marketing Madness winner will be placed in the storied hall of elite brands.

The occasional great social post or incredible jersey design is achievable for any team—what’s harder is doing these things on a consistent basis. A brand is well-liked and remembered because people recognize it and know what to expect. We’ve given you access to our findings—without disclosing our algorithms—so you can enjoy sorting out the madness for yourself.

View the research

The infographic

The infographic

At EKR, office competitions are a big deal. However, even bigger than office rivalries is research. We’ve gone to great lengths to bring you extensive analysis so that you know we didn’t pick a winner based on our gut reaction. Picking our way through large numbers of social media accounts, webpages, mascots and even school history was no simple task. Whenever you’re looking to claim something or someone as great, you’d better be willing to prove it.

Our researchers teamed up with our designers and social media experts to get a fuller picture of the elements relevant to a brand. We took all factors into account, including the size of the school, because the size of your brand doesn’t always reflect the power and influence your brand has on consumers. But don’t just take our word for it, see for yourself.

Download the infographic

The brackets

The brackets

You can’t bring up March Madness without bringing up brackets. Brackets are an essential component to what makes the month of March memorable. We agree. But you can’t have all the hype without excellent branding. The amount of money flowing in and out of the tournament is real madness—NCAA revenue reached nearly $1 billion in 2015. That’s why we’ve gone through and combined the excitement of brackets with the effectiveness of branding. It’s time to give recognition to those teams who dominate off the court as well.

View the brackets

The video