While underdogs battle to be the next Cinderella during the NCAA Men's Division I Basketball Tournament, Buick and Infiniti will make plays on the digital hardwood.
The brands, both NCAA corporate partners, have forged marketing game plans that include the popular March Madness Live streaming app that enables people to view the games on their iOS and Android devices. The app comes in handy, especially in this first week of games, for many fans who are at work when the opening contests tip off. The tournament begins Tuesday, March 15, and runs through April 4.
Both versions of the app continue to gain momentum each year, so the eyeballs will be there as the brands position themselves in the middle of the frenzy.
"There's a convenience factor to it. You're less likely to be able to go and watch a big game during the middle of the day, which is when a lot of these games take place," said Allyson Witherspoon, director of marketing communications and media for Infiniti USA.
She added, "You have a lot of people that are watching it [on mobile devices] and checking in throughout the day as opposed to getting in front of the TV."