The Frisky - March Man-ness
Challenge
Generate awareness and traffic for TheFrisky.com by generating buzz surrounding March Man-ness-a competition pitting one player from each of the NCAA Sweet 16 against one another in a battle of “hotness”.
Social Solution
Brand Networks created Facebook groups for the sixteen March Man-ness contestants and filled them with pictures, updates about the competition, and links to The Frisky’s March Man-ness voting page. Highly targeted social ads reached out to women at each of the Sweet 16 schools and encouraged them to join their favorite player’s Facebook group. BN also created a March Man-ness Facebook page to act as the hub of the competition.
Results
Overall, the March Man-ness promotion was a success. The media performed extremely well with above-average click through and conversion rates. In 13 days, the promotion drove almost 26,000 visits to TheFrisky.com, with the majority of traffic stemming from the March Man-ness player Facebook groups. Group numbers grew quickly, and members were active in rallying support and urging each other to vote.
