Our challenge was to build awareness for UPS amongst key decision makers who also happened to be sports fans. With this sponsorship, we wanted to show how logistics can help teams and businesses win.

To do so, we created a tool: a team ranking system called The Team Performance Index. The Index measured NCAA teams' win/loss, offense, defense, miscues and and other performance related indices. Because it was a legitimate sports tool instead of just a sponsorship plug, it became part of the content of every NCAA sports game. It was introduced and discussed by sports announcers in game broadcasts, discussed in sportswriters' copy, dissected by sports analysts and used by fans and sportswriters to track their favorite teams on partnership site Sporting News. Fans used it to follow their favorite teams and to build their March Madness brackets, and shared it in social media.

The majority of decision makers in our target group are avid sports fans, and make a strong emotional connection between competition in sports and competition in business. By using influencers such as sports coaches to establish a correlation between logistics (efficiencies) and winning, and by encouraging our audience to engage with the index to "see for themselves" we were able to start a more strategic conversation about UPS' logistics offerings to businesses.

The Team Performance Index was launched as an app on Facebook, on the Sporting News site and in-broadcast. It was introduced and discussed by sports announcers in game broadcasts, dissected by sports analysts, used by fans and sportswriters to track their favorite teams and shared in social media.

Over 500M impressions through TV, online advertising and social media.

In addition, the Team Performance Index (TPI) has been viewed online by over 1.2M people.

Football themed TV advertising ranked among the top performers in UPS tracking and recall studies, linking directly to perception shifts associated with incremental revenue and consideration of UPS.

The basketball campaign drove awareness past FedEx and USPS - helping propel UPS to third in unaided awareness (only surpassed by Coca Cola and Nike).