I look like Anthony Michael Hall

Making March Madness Fun For All

U Pick the Winners In-Store Game & Online Sweepstakes

For some folks, the NCAA Tournament is the most exciting time of the year. For others, well, it’s just March. Because McDonald’s consumers have big numbers in both groups, we devised an NCAA tourney game with two tiers of game play: one for the passive fans and another for the nutjobs. (I’m in that second group, so I can call it that.) (Go Illini!)

We made sure the game was easy and engaging, even for consumers who know nothing about the tournament. The name was designed to reflect college basketball excitement while explicitly telling people how to play. The gamepiece held two scratch-and-reveal basketballs, with a winning message under one of them. Every gamepiece had a prize; you simply had to pick the right one.

Making March Madness Fun For All

U Pick the Winners In-Store Game & Online Sweepstakes

The in-store gamepiece also delivered a code good for one play in our unique online brackets game. With chances to win increasingly valuable prizes in each round no matter how you fared in the last, we made sure our brackets game provided an encouraging counterpoint to the classic office pool, where you know you’re toast before the Sweet Sixteen.

The game launched in March 2010 in the Indianapolis region, and was so successful that plans are already underway to repeat the program next year in the Houston region—and wherever else they can sell it in!

This is one of several regional promotions I concepted, sold in, and led creative execution on, all of which added incremental revenue to my agency. This is an especially promising program because it’s evergreen, something the agency can continue to sell year after year in multiple regions, and perhaps eventually take national.

<>
Back