In today’s world of constant scrolling, notifications, and digital noise, brands can find themselves facing an uphill battle to truly stand out. Consumers are bombarded with messages and content at every turn – on their phones, in their feeds, and physically in their everyday lives, creating a landscape full of distractions. Simply being visible is no longer enough. Brands have to be intentional, culturally relevant and forge emotional connections with consumers by showing up in unexpected ways that make them pause, engage, and remember.
Enter one of the most recent culturally relevant moments – March Madness. For as long as it has existed, brands have leveraged the excitement and passion for the tournament, tapping into what has always been a very emotionally invested audience. From sponsorship deals and branded content to sweepstakes and bracket crazes, brands seek the opportunity to insert themselves into the conversation. But what about brands that want to tap into the college basketball fanatic while expanding beyond?
Savvy brands recognize the tournament’s broader cultural resonance, engaging casual viewers and lifestyle audiences who are drawn to the excitement, traditions, and communal spirit that define March Madness. I had the privilege of being onsite in San Antonio for one of those savvy, culturally relevant brands, Thayers – America’s No. 1 toner and trusted skincare brand for more than 175 years. Groups of brand ambassadors, media, and influencers embarked on San Antonio for a truly immersive Thayers Skincare Slam Dunk Weekend experience, including everything from graffiti workshops with local street artists and private glam sessions to a highly branded and interactive suite at the Final Four games. Here’s the playbook of my key takeaways to win.
Go for the Experience Over Exposure: We live in a world where simple product placement doesn’t cut it. Beauty brands fly creators and media around the world, rolling out bespoke itineraries that blend hospitality and glam with brand immersions. The winning strategy is all about being authentic to a brand’s identity while blending it with the right amount of local flair. Think custom experiences, local dining, and local experts specific to the destination.
Break Through the Noise, Unexpectedly: Audiences are savvy, attention is fragmented, and traditional campaigns get buried fast. Immersive, unexpected experiences, especially those that show up in non-traditional spaces help brands sidestep sameness. Beauty and skincare showing up at March Madness is a cultural collision, and that’s exactly why it works. It taps into pop culture and trends while giving consumers a fresh take on brand relevance.
It’s Not Just Who You Bring, But Why: Casting is critical, and so is thinking outside the box. It’s not just about being industry-specific, like beauty and skincare; it’s more about being strategic and selecting the perfect mix of creators and media who are lifestyle, sports-loving, former athletes-turned-creators, and culturally fluent voices who can speak authentically to crossover audiences. These are people whose presence says something about the brand – that it’s cool, inclusive, and in on the conversation.
The Key Plays to Remember
At a time when marketing budgets demand more return and consumers crave more authenticity, the brands that win are those that dare to do things differently. It’s not about being everywhere. It’s about showing up strategically, emotionally, and experientially. Stop watching and start playing!
