Each year during March Madness, millions of college basketball fans get swept up in a fever pitch of statistical analysis, favorites, upsets, and, of course, bracket picks. But today, chatter about brackets busted is no longer limited to the office pool. In 2016, over 17 million Tweets were sent about Selection Sunday and the games, showing that fans are following the March Madness action on Twitter.
As an official sponsor of NCAA, Wendy’s (@Wendys) wanted to own the conversation to reach fans and drive brand awareness in an innovative way. With round-the-clock excitement and fans tracking every make or miss in real time, Wendy’s created the #WendysBracket on Twitter to immerse fans in the NCAA tournament experience and dive into conversations with a passionate audience.
Building a bracket may be hard, but with Wendy’s chatbot, the experience became much easier. With support from IC Group, Wendy’s created a chatbot and used the Twitter Business Messaging platform to let fans build their brackets right in Direct Messages on Twitter. Fans were able to share their brackets with others on Twitter, driving even more engagement during the tournament. Wendy’s also launched a Promoted Tweets campaign that targeted basketball fans to join the fun and fill out their own brackets.