HARNESS THE MADNESS

Concept


300+ hours of Adobe Analytics trial usage | $17M+ in closed deals



2019 Webby Nominee
2019 The Shorty Awards Finalist

The Adobe Summit in late March is the biggest event that Adobe throws all year. It the time for your Adobe product to shine and make an impact. Adobe Analytics reached out as they wanted to create a stretgey that would let them make a splash not just at the event, but in the month leading up to it.

The Hack the Bracket campaign was designed to directly take on Google's relationship with the NCAA and illustrate the Nostradamus like power of Adobe Analytics.



EXECUTION
Every marketer has their perfect shot—and data helps them hit it. That was the rally cry for a campaign that kicked off  by offering you the opportunity to harness Adobe Analytics to Hack the Bracket and tie directly into the data driven core of "March Madness."

By licensing collegiate basketball data from Sportradar and building a predictive tool with our own analytics product, we opened up the product for public trial for the first time ever, to look at matchups, empower our users to choose the winners as they filled out their bracket and ultimately predict the champion.


In addition to a hands-on product experience, multiple social media and digital tactics created widespread awareness in the online space. From influencer based content to Live Facebook streams with Adobe data pros and bracket specialists.



An onsite activation at Adobe Summit created an immersive, real-time experience that put that puts attendees’ toes at the free-throw line and analytics into action. Before stepping into the limelight, attendees would  perfect “their shot” at the Hot Hoops. After nailing their form, attendees stepped up to the free throw line and took “a shot at perfection.” A live scoreboard gave a live statistic analysis telling them how they did.





After the moment of glory, attendees received a highly cusomized email containing all their states from the experience and how they compared to others in their field.



RESULTS
Harnessing the Madness proved a perfect concept. The campaign garnered several award nominations and captured a long list of email addresses as people signed up to gain access to Adobe Analytics. This has drove more than 300+ hours of Adobe Analytics trial usage.

Our Hack the Bracket tool worked so well, it scored in the 98th percentile for brackets filled out. And even correctly predicted the 2018 NCAA National Champion. 

After connecting data from multiple customer and marketing platforms, this campaign influenced more than $17M closed deals with more money still in pipeline.

Social, Video, Digital, Event, CRM
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