NCAA March Madness brand experience 'sets good example for UK firms'

Date: 08/09/2010

The benefits of using brand experiences to raise awareness has been highlighted by a new deal between sponsored food tray producer BRANDed, LLC and WHEAT THINS in the US, which could interest UK companies looking at their advertising budget.

Fans at basketball games are being targeted with the live brand experience, which the companies claim is working successfully due to the high recall among those present.

Tom Flynn, senior vice president at BRANDed TRAY, emphasised the fact that using brand experiences was effective for the companies.

"More than 80 per cent of fans recall our trays and the messages on them. You just can't say that about other in-venue media," he explained.

The collaboration has been established to cover the National Collegiate Athletic Association (NCAA) March Madness basketball tournament, one of the sport's most popular tournaments at a college level.

A UK company that is rolling out live brand experiences across Britain is Pepsi, which is showcasing soft drink Mountain Dew at a number of city locations.

Written by Peter Chad ADNFCR-2060-ID-800057770-ADNFCR

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NCAA March Madness brand experience 'sets good example for UK firms'

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