March Madness Alumni Marketing Campaign
Amplifies the MSU Spartans’ Drive to the Final Four
Now through April 8, the Michigan State University men’s and women’s basketball teams will be competing in the NCAA Division I Basketball Tournament, aiming for a trip to the Final Four. The MSU Alumni Association is activating their alumni base with a social leaderboard, which is designed to bring attention to the teams and inspire alumni to follow their alma mater’s tournament progress.
Alumni and friends predict the score for each game, and points are awarded based on accuracy. The user who accrues the most points will rise to the top of the leaderboard and win an MSU basketball autographed by the men’s and women’s coaches.
During the course of this three-week alumni engagement drive, smaller daily prizes also will be awarded randomly to those who enter predictions, encouraging entries even from those who know they won’t earn enough points to win the grand prize. Through the use of organic Facebook posts, tweets, and reminder emails, alumni are encouraged to enter a prediction for each game to increase their chance of winning a prize. The emails and post-entry app screens soft sell a university giving campaign.