66% of March Madness viewers have pretended to be ill in order to stay home and watch March Madness. Last March, we coined this phenomenon, “Bracketbrain.” This year, we cured it.

 

Since Bracketbrain is real, we approached each part of this campaign like a real treatment. We cast real pharma actors, used real pharma techniques, and found an actual doctor to deliver the message: Dr. Joe Lunardi, ESPN’s own Bracketologist.

 

From TV to Digital and in-game OOH, even special appearances by our doctor on shows like the Rich Eisen Show, we let the entire country know that the #1 treatment for Bracketbrain is ESPN Tournament Challenge.