With the nation about to be afflicted with its annual bout of "March Madness," Turner and CBS Sports will tip off a multimedia, marketing campaign to get everybody ready for "bracket ball."
The "Brackets Everywhere" campaign, encompassing TV, digital out-of-home billboards with live score updates, print ads in major publications, radio spots, and programming guide messaging, will put the spotlight on the partners' coverage of the 2012 NCAA Division 1 Men's Basketball Championship, which begins March 13.
Starting Feb. 28, the campaign launches on TV, with cameos from recognizable faces like Big Boi from Outkast, Conan O'Brien, Kevin Hart, Jonah Hill, and Channing Tatum; CNN anchors Wolf Blitzer, Erin Burnett, Anderson Cooper and Soledad O'Brien, and HLN's Robin Meade, among others. Creative will feature a fashion designer who decides the bracket design is the next hottest thing, promoting a nationwide bracket craze and resulting in entertaining appearances by those individuals commenting on the new trend. Check out a clip here.
The spots will run across TBS, CBS, TNT and TruTV -- the quartet of networks that will televise the tourney action -- as well as CNN, HLN, Airport Network, CBS Outernet Partners and across Turner Digital, which includes SI.com and NCAA.com.
Turner and CBS will back the initiative with mega brackets, standing as large as 50-feet by 32-feet in three locations: CNN Center in Atlanta on Mar. 6, Hollywood & Highland in Los Angeles on Mar. 7 and Vanderbilt Hall at Grand Central Terminal in New York on Mar. 12, which the media company teammates are dubbing National Bracket Day.
Leading into each bracket being built, CBS and Turner will also feature a marketing takeover weeks leading into March Madness to generate fan excitement as National Bracket Day approaches. In addition, there will be significant branding presence throughout the city of New Orleans, the site of the 2012 NCAA Mens' Final Four and national championship game on April 2.
The Black Keys will provide the musical backdrop to the tournament with their song "Gold on the Ceiling" used within television creative featured during and around game coverage. The music will be used within spots featuring the band, as well as part of the overall campaign throughout March Madness coverage.
"Brackets Everywhere plays into an iconic March Madness element which excites fans, while the energetic musical performance by the Black Keys will reflect the intensity the sport delivers," said Christina Miller, senior vice president, Turner Sports strategy, marketing and programming and senior vice president and general manager of NBA Digital in announcing the campaign. "Now in our second year partnering with CBS for March Madness, we have the opportunity to really dive in and take advantage of the scale and breadth of our brands, talent and creative capabilities."