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On each episode of the Braze for Impact podcast, host PJ Bruno sits down with guests to dig into the latest and greatest when it comes to tech industry news and trends. In this episode, PJ chatted with Myles Kleeger, Braze President and Chief Customer Officer (CCO), and Jared Dent, Senior Director, Marketing Strategy and Operations at Turner, to talk all things March Madness marketing.

Even if you aren’t a major college basketball fan, there’s a good chance you’ve filled out a March Madness bracket at some point. And that’s in part because March Madness is one of the most potent marketing events of the year. But what’s next for this key customer engagement tentpole—and how can marketers make the most of it?

Thinking beyond TV

The media landscape has transformed with the explosion of new screen and new devices at everyone’s fingertips. So Turner is trying to show up wherever fans want to watch games. What can we learn from this model and how can we use these new methods to empower our customers?

Getting creative with broadcasting

March Madness is a great opportunity to engage with casual basketball fans. And the creative ways media companies like Turner are catering to casual fans are beginning to turn heads. For instance, condensed 5 minute recaps of games and team-specific “TeamCasts” help fans watch games on-the-go and on their terms.

Integrated ad experiences

Now that the March Madness experience is flexible and cross-channel, brands have more opportunities to experiment with creative ad placements. Integrating live scores in ads, for instance, has been a powerful way to create more engaging marketing during the excitement of March.

A reasonable approach to Madness

How are marketers taking an insights-driven approach to March Madness? And how can these insights help deliver marketing during March Madness that is personalized and relevant? Data is giving more marketers the ability to understand just what message a viewer is looking for and when they want it.

Jared and Myles are marketing gurus who can help you understand the quickly shifting media landscape. But do these two have the basketball chops to help you fill out a perfect bracket? You’ll have to listen to find out! Check out the full episode here.