3. Campaign Idea
Instagram bracket contest targeted primarily to
young adults age 18-25
Winner(s) of the contest will have the
opportunity of next year’s Final Four
tournament games
4. Instagram
Must have an Instagram account to post your
bracket
Must tweet or mention the Twitter/Facebook
ESPN pages with your Instagram bracket
No changes can be done once you’ve sent
your bracket
5. Facebook
Used mainly to promote the contest
Also helps keep track of participants
6. Twitter
Used mainly to promote the contest
Also helps keep track of participants
Higher level of engagement with people via
hashtags/retweets
7. Budget
Estimated at $150,000-$200,000
Social media staff time: $25,000-$50,000
Adwords: $50,000
Tracking/Data Analysis: $50,000
Other forms of promotion/misc: $25,000-
$50,000
8. Measuring
TweetReach application to track contest on
Twitter
Extensive use of Insights measurements on
Facebook
9. Summary
A great opportunity to increase brand
awareness via social media sites Instagram,
Twitter and Facebook
Helps further compel people to view the main
website
Build more good “karma” by establishing
relationships through engaging interactions