Oath has announced that Lexus will be returning for the third year in a row to sponsor Yahoo Sports Tourney Pick’em and relaunch the “0-60 Bracket Challenge,” a custom branded game tied to the 2018 Men’s NCAA Basketball Tournament to promote the all-new 2018 Lexus RC F. But this year, Lexus is going mobile.
Following the successful 2017 campaign—in which registrations for Lexus’ bracket game on Yahoo Sports jumped 38% compared to 2016 with the majority of fans (53%) signing up on a mobile or tablet device—Lexus will be the premiere sponsor of Yahoo Sports’ Tourney Pick’em college bracket selection tool on the Yahoo Fantasy app.
Also new for this year, fans will be able to share updates from their brackets with friends through their phone’s messaging app.
Over the past few years, the Men’s NCAA Basketball tournament has become a huge opportunity for marketers to reach engaged fans, and new data from Oath proves this year will be no different:
• More than 1 in 4 consumers consider themselves a college basketball fan.
• In 2017, 45% of Americans watched the NCAA Men’s Tournament and there were a total of 93.5M live streams across the country.
• This year, 25% of college basketball fans will use Yahoo Sports to fill out a Tourney Pick’em bracket. Not to mention, Yahoo Sports fans are 3x more likely to livestream the games.
“Our partnership with Yahoo Sports allows us to connect with millions of college basketball fans on their favorite device – their smartphones,” said Cooper Ericksen, Lexus vice president of marketing. “The Tournament is the perfect time to align and own the mobile moment with sports fans. This also gives us the opportunity to show the performance side of Lexus by highlighting the new 2018 Lexus RC F.”
To sign up for the Lexus “0-60 Bracket Challenge,” download and visit the Yahoo Fantasy app beginning March 11, 2018. Each round, players select which games will reach a combined 60 points the fastest for an opportunity to win a Lexus-inspired luxury trip for four to Las Vegas during tournament time next season. Lexus will also connect with fans through 15-second video ads on Yahoo Sports, designed to keep mobile fans engaged, and will be integrated into the “Tourney Bracket Live” show, which airs this Sunday, March 11th at 6pm ET on Yahoo Sports.