How Capital One combined real-time marketing and sponsorship

This event report describes how Capital One, the credit card company, conducted a real-time marketing campaign - informed by data and analytics - during the 'March Madness' basketball championship in the US.

How Capital One combined real-time marketing and sponsorship

Stephen WhitesideWarc

The annual end-of-winter NCAA Men's Division I Basketball Championship – more commonly known as "March Madness" – is a sporting event that begins with 68 teams and, over the course of three weeks, engenders a national sporting frenzy as it grinds down to the "Sweet Sixteen", the "Elite Eight" and, ultimately, the "Final Four".

You don't have to look far for the excitement: office pools, bar regulars, and even friendly neighbourhood civic organizations all partake in tracking "brackets" – a week-by-week list of who's chosen the correct teams to...

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