Bracket Building during March Madness.

Bing

They don’t call it March Madness for nothing. During the NCAA basketball tournament, college basketball fans root for their favorite teams, cheer for the underdogs and look for the upsets. With Bing, fans could be a part of the competition, creating a smarter bracket with Bing’s Bracket Builder. Using social as a way to generate conversation, Bing highlighted game matchups with iconic imagery and team-specific language that catered to true fans. This niche focus accelerated sharing, likes and use of Bing’s Bracket Builder. More importantly, Bing became the go-to resource for tournament information, stats and friendly bracket competition among friends.

social posts

Drove 47,000 DSQs — 5x the target goal

20.6 million impressions — engagement rate of 3.35%

social posts