The campaign launched nationally in the US and was a created as a part of AT&T’s sponsorship of the NCAA Men’s Basketball Tournament. Restrictions are many since none of the players are allowed to be sponsored and can therefore not be featured in any advertising. In addition, AT&T could never act favourably towards any of the teams, as they have to maintain a neutral position.

With this background, we turned a sports sponsorship into a unique content programme, where AT&T created a series of videos shown online and on TV that integrated into the games and the broadcast itself, without breaking any of the restrictions.

Every year, millions of sports fans try to predict the tournament by filling out a 'bracket'. But there is one problem that every sports fan knows about. It’s always those who know the least that create the best bracket.Since AT&T is in the business of connecting people to the information they need, we decided to use this sponsorship to introduce a new kind of 'expert', someone who knows nothing about basketball, 6-year-olds.

AT&T wanted to prove to sports fans that they can always connect them to the information they need, no matter what it is; in this case, bracket tips from someone who knows nothing about basketball—a 6-year-old.

AT&T recruited a first-grade class to help people with their brackets. At www.bracketsbysixyearolds.com, we launched a specially created online bracket builder where people could get advice on every game in the tournament.Once the tournament started, we held expert panels on TV at half-time during the games. Here people could get the 6-year-old’s perspective on what was going on in the tournament.

Users spent an average of 12 minutes on the website, and returning visitors spent an additional 5 minutes watching more content.

Brackets by 6 Year-Olds reached more than 52m media impressions on both online and offline media, which included the front page section in USA Today and Video of the Day on ESPN.com Conversations on Twitter reached nearly 2m posts, with the clickthrough rate well over double that of previous AT&T campaigns.