Wendy’s was a first-time NCAA sponsor. They needed a big idea to break through the clutter and think outside of the sponsorship box. Bracket conversation dominates Twitter every March, so we decided to give fans what they were asking for and built the first-ever March Madness bracket on Twitter.

We broke down the complex process of building a bracket into a simple DM conversation with Wendy’s. Different bracket-building experiences were designed for hardcore fans, versus those who preferred to populate their picks by taking a personality quiz. Automated updates were Tweeted at all participants, letting them know how their bracket was stacking up against the competition. 

Program Launched: March 2017