Cannes Lions

Road To The Final Four

DDB CHICAGO, Chicago / CAPITAL ONE / 2016

Case Film
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Overview

Entries

Credits

Overview

Description

Capital One sent Samuel L Jackson, Spike Lee and Charles Barkley on the Road to the Final Four. Six broadcast and online videos put fans in the car with the larger-than-life trio; a dozen custom animated gifs helped fans express all of their tournament emotions; and a couple social media contests and innovative banner experiences put fans in the action like never before.

Execution

We launched the campaign nationwide on the day March Madness brackets were announced (Selection Sunday.) We continued to roll out new TV, new online content, new gifs, new posts and new games as the tournament played out. As tournament sponsors, every game on CBS, TBS, TruTV and TNT featured some manner of content, in-game brand integrations, contests and/or commercials.

Outcome

Forbes named Capital One the "Winner" of March Madness. We reached millions of fans across media channels and thousands of people posted and tweeted (including sports stars and celebrities.)

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