The genius of March Madness branding—now going crazy in April—is that it capitalizes on our national obsession with sports and
adds a compelling social community angle that makes everyone want to get involved, writes Paige O'Neill on the Aprimo blog. It doesn't hurt that the players aren't pro athletes being paid millions of dollars every year; college stars have careers just starting to hit the spotlight. As a result, even people who don't usually follow sports can relate, and they end up taking part in the office pool or sitting down to watch a game. It's the ultimate social and viral activity, aided and abetted by plenty of shares and “likes.” Unless your team has already lost. Oh well.