OVERVIEW

Come Tournament time, hoops fans (and anyone, really) cling to their brackets and eagerly anticipate action. An obsession so gripping and all-consuming, workplace productivity takes a back seat during the month of March.

ESPN decided to leverage this commonly reported phenomenon in developing this year’s Tournament Challenge campaign. By coining the term (or diagnosis) 'Bracketbrain,' this campaign highlights how fans’ obsession with March Madness alters their perception of the world around them. ESPN is tapping into this frenzy, aiming to drive those with Bracketbrain to download and play their Tournament Challenge game.