Brands plan to ambush March Madness with crafty campaigns

03/17/2013 | USA Today · USA Today

Brands such as Pizza Hut, Hormel's Spam and Hooters are tying into the March Madness of the NCAA basketball tournament without explicitly saying so -- avoiding pricey sponsorship fees, writes Bruce Horovitz. Pizza Hut is giving away pies if the top four seeds reach the Final Four, Spam's Sir Can A Lot is talking about "the madness of March" on YouTube, and Hooters is establishing itself as basketball-watching haven. The tournament eclipses all other postseason sporting events for ad revenue, raking in more than a billion dollars last year, according to Kantar.

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USA Today · USA Today

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