March is around the corner, and for basketball enthusiasts, that means one thing: March Madness. ESPN is once again bringing back its renowned Tournament Challenge, inviting fans of men’s and women’s college basketball to participate in the excitement. After a record-breaking year with over 9 million participants and 20 million brackets, ESPN is challenging all sports fans, including the more casual ones, to join the #1 bracket game.
Launching today is the “Anyone Can Bracket” campaign, a fully integrated initiative that emphasizes the fun and low-pressure nature of filling out brackets, regardless of your strategy. In a series of engaging spots, ESPN showcases a diverse range of characters, from the Cat Connoisseur and Horizontal Teen to Mom Hiding in the Bathroom and Desk Tchotchke, all demonstrating unconventional ways of making their picks.
Developed in collaboration with longtime creative partner Butler, Shine, Stern & Partners (BSSP), “Anyone Can Bracket” embraces the unpredictability of the tournament. Through its cast of characters, the campaign highlights that there’s no one-size-fits-all approach to filling out brackets—anyone, or anything, can participate and have a fair shot at success.
The campaign will be showcased across various channels, including broadcast, digital, social media, out-of-home advertising, radio, live reads, and email. Additionally, ESPN personalities will be seen filling out brackets, adding to the excitement and engagement of the campaign.
This marks the 10th collaboration between BSSP and ESPN, known for their award-winning work such as the ‘One App, One Tap’ series and Fantasy Football executions. Last year, Tournament Challenge experienced its biggest year yet, with over 20 million completed brackets for the Men’s Tournament Challenge alone. The Women’s Tournament Challenge also saw significant growth, reflecting ESPN’s commitment to equity and inclusivity across both men’s and women’s sports.
With a 41% increase in total entries for the Women’s Tournament Challenge and over 1 million users and 2 million brackets, ESPN’s efforts have contributed to the rising popularity of women’s sports, particularly women’s basketball.
Join the excitement of March Madness and be a part of the action with ESPN’s Tournament Challenge. Whether you’re a die-hard fan or a casual observer, “Anyone Can Bracket” in this inclusive and thrilling campaign that celebrates the spirit of college basketball.
