What’s everyone focused on during March Madness? Their brackets. Looking at the rankings, analyzing the matchups and deciding the winners. To capitalize on the excitement of March Madness, we set out to create a unique online bracket experience that would remind people about far more important matchups – their own life goals. We created this exciting interactive application with the following goals in mind:
• Challenge our defined target audience to fill out their own goals bracket and crown their top goal champion.
• Connect with content by immediately providing relevant tips and next steps based on a participant’s top goal – establishing Webster Bank's role of that well-informed assistant.
• Reward participation and generate leads with a chance to win an all-inclusive trip to the final four in Minneapolis by providing name and email.
• Execute multi-channel approach to build awareness and drive activity, including: planned display, video, social, email, streaming radio and branch signage.
|SVP Strategic Services:||Marc McFarland|
|Senior Program Manager:||Laura Boucher|
|Content Marketing Director:||Amanda Driscoll|
|Social Media Marketing Director :||Edgardo Elder-Rossetti|
|Art Director:||Eric Panke|
|Strategic Services Account Director:||Brittany Beebe|
|Creative Director:||Patrick Dugan|
ADAMS & KNIGHT, INC.
Location: United States