Capital One March Madness

Capital One [title sponsor of the 2013 NCAA Men’s Basketball Tournament] sought a partner to create an integrated marketing campaign covering the 3-week tournament. Working with R/GA, I was tasked with developing and executing a social media campaign that integrated all of Capital One’s assets and original content for the NCAA tournament. Using the hashtag #RallyCry we created cross-promotional campaigns highlighting the Capital One TV spots and developed social media activities to drive consumer engagement while the games were being played.