ESPN Preps For March Madness With 'Anyone Can Bracket'

March Madness dribbles in March 19-April 8 this year.

And ESPN is eager to celebrate men's and women's college basketball with a new campaign: "Anyone Can Bracket."

Creative by agency partner BSSP, the network's Tournament Challenge is back. The bracket game hit a record high in 2023: 9 million participants and more than 20 million total brackets.

For the Women’s Tournament Challenge, there was a 41% increase in total entries last year, with an overall 23% year-over-year increase in players.

The campaign is comprised of five spots, including this 30-second opener. The new work will run across broadcast, digital, social, OOH, radio, live reads and email.

The agency's work illustrates that fans come in all stripes — teens to cat connoisseur, moms playing privately in a bathroom to a scientist. In short, there is no one way, or one type of person, who fills out a bracket.



"What's great about ESPN Tournament Challenge is that it gives fans an easy way to come together, regardless of their alma mater or basketball knowledge and collectively participate in this cultural event," Alex Healy-Lucciola, senior director, fantasy and betting, ESPN, told Agency Daily. "The growth of both our men's and women's game is a testament to this insight."

Robyn Tenenbaum, creative director at BSSP, added: "This goes down as one of my favorite campaigns we’ve created with ESPN. It’s got this hard-to-achieve subtle humor, it’s highly crafted, and most of all, it really drives the message home: filling out an ESPN Tournament Challenge bracket is so fun and easy, anyone can do it. Even if you have zero sports knowledge or an actual human brain." 

This is the 10th March Madness campaign from the agency.


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