Tournament Challenge

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Tournament Challenge 〰️

Tournament Challenge is the #1 bracket game in the industry. Every March, millions of fans download the app to fill out their NCAA Tournament brackets for the Men’s and Women’s Basketball Tournaments. I’m a lifelong college basketball fan and have been filling out brackets on ESPN since I was a kid, so it’s been a blessing to work on and oversee this campaign. 

I’ve worked on the campaign since 2022, and both the Women’s and Men’s games have experienced immense growth YoY. Momentum around the Women’s Basketball has been at an all-time high, and we’ve provided fans with a way to engage and connect with the game. Tournament Challenge is one of the largest yearly campaigns consisting of digital, OOH, social and video.

2024 CAMPAIGN

ANYONE CAN BRACKET 

For the 2024 Tournament,  I served as the project lead for the Men’s and Women’s Tournament Challenge games, managing our internal cross-functional teams, external creative team, and overseeing creative development from ideation to execution. The campaign helped to drive +45% (Women’s) and +14% (Men’s) in players YoY.

2023 CAMPAIGN

GO WITH YOUR GUT 

 I worked alongside the marketing lead to develop the campaign brief and oversee holistic creative development and execution of the Go With Your Gut TV campaign. Outside of creative development, I led the execution of delivery of all digital and out of home creative and assisted with our social AR filter. Overall, the Men’s game grew +9% YoY and the Women’s game grew +22% YoY in players.

2022 CAMPAIGN

For my first year working on the project for the 2022 Tournament, I co-led the brief, organized feedback, and assisted with the executed the Tournament Challenge Instagram filter.