The March Madness of Capital One

This event report outlines how Capital One, the financial-services brand, has leveraged its sponsorship of March Madness to connect with consumers.

The March Madness of Capital One

Geoffrey PrecourtWarc

While scores of American advertisers invest their marketing dollars in the Super Bowl, Capital One has a different approach to its broad-based appeal to sports fans.

"So [the] Super Bowl is awesome. But 'March Madness' is [four] weeks of awesome," Marc Mentry, Capital One's svp/brand marketing and chief brand officer, told the 4A's (American Association of Advertising Agencies) Transformation Conference 2015 in Austin, Texas.

"Madness" marks the culmination of the National Collegiate Athletic Association (NCAA) basketball season, a round-robin, instant-elimination tournament that captures the imagination – and eyeballs – of the...

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