Lexus is giving Men’s College Basketball Tournament fans a chance to win in a different kind of bracket game.
For the second year in a row, Lexus will launch a custom branded game on Yahoo Sports around the 2017 Men’s College Basketball Tournament, “0-60 Bracket Challenge.” Fans can sign up by visiting lexus0to60bracketchallenge.com for an opportunity to win a luxury vacation to Las Vegas for next year’s tournament. For each round, players select which matchup will reach a combined 60 points the fastest – a nod to the power and performance of the all-new Lexus LC luxury coupe.
Last year, the custom Lexus branded game and campaign on Yahoo drove more than 23 million video views and a 29% lift in consideration to make a purchase among consumers. With millions of sports fans turning to Yahoo Sports as the ultimate destination to create their brackets, brands have an opportunity to connect with this engaged audience during the Men’s College Basketball Tournament.
The luxury automaker is a presenting sponsor of Yahoo Sports' Tourney Pick'em, which includes display, native and video advertising. The sponsorship allows the brand to engage millions of college basketball fans, says Brian Bolain, Lexus general manager of consumer and product marketing.
Upon entering the first round, players receive an email from Lexus that touts the LC’s stats (zero to 60 mph in 4.4 seconds) and includes video of the LC in action. “Remember, it's not whether the teams win or lose. It's how fast they play the game,” according to the email, which is headlined “A car this fast deserves a bracket this fast.”