Basketball Promos Launch As Madness Marches In – 02/28/2007

Let the March Madness promotions begin. Prizes and goodies are targeted at students.

C

Basketball Promos Launch As Madness Marches In – 02/28/2007
by Nina M. Lentini, Wednesday, Feb 28, 2007 5:01 AM ET
MARCH MADNESS IS JUST A day away. Let the branding begin.

First up, AT&T, ,which yesterday launched Mash-Up Madness, a program inviting fans to create college basketball videos of their favorite participating teams and enter a contest to win prizes.

The concept is similar to the one used by Unilever to get women to create ads for Dove, one of which debuted during Sunday’s Academy Awards. At the Web site, fans can create a customized video using team footage, school fight songs, graphics and photos through March.