Buick is joining in on the March Madness bracket craze with its own “Sweet 16.”
The brand on Monday is launching the Bracket Showdown, which pits 16 trick-shot artists in a tournament-style online promotion on Buick.com.
Buick’s bracket, which will be pushed on the brand’s social media channels, calls for people to vote for the best trick shots in head-to-head matchups. The competitors include 4-year-old Trick Shot Titus, whose YouTube videos have drawn millions of views -- with one crossing 18 million views. The showdown also features high-flying dunk specialists Team Flight Brothers, who are an NBA halftime act, and the acrobatic, trampoline-assisted Dunking Devils.
Several of the trick shots use Buick vehicles as props.
“They’re pretty incredible. It’s going to be a hard time selecting one to win,” said Molly Peck, Buick’s director of marketing and advertising, in an interview. “Some are amazing feats of coordination, some are amazing feats of physics.”
Buick, once a mainstay on the manicured greens of the PGA Tour, is getting mighty comfortable in the fanatical atmosphere of the NCAA, especially the “Big Dance.” The brand, which has been a corporate partner of the NCAA for five years, sees the NCAA Division I Men’s Basketball Tournament as a prime springboard for its campaigns.