When the action on TV slowed, guys turned to their mobile devices and the Dove Men+Care mobile Scoreboard appeared on iPhones and iPads everywhere, delivering relevant branded content to an engaged audience.

The Journey to Comfort video series featured exclusive stories from basketball icons Magic Johnson, Coach John Thompson III and Bobby Hurley. In the Game Day Fan Zone, visitors followed the tournament via location-based game schedules, while downloading their school’s fight song from iTunes.Additionally, the iAd featured Trivia Time-Out, a competitive trivia game where consumers played to win daily NCAA prizes, including tickets to the following year's Final Four.

In the end, the Dove Men+Care mobile Scoreboard iAd reached almost 4 million unique consumers across both iPhone and iPad devices. The experience generated tap through rates that far surpassed both Unilever and iAd benchmarks. After tapping in, visitors spent, on average, about 1 minute and 15 seconds actively engaged with the brand. And Dove Men+Care made a lasting impression on a very captive audience of millions.