Wendy’s March Madness
Wendy’s is an industry leader in innovation and creating dynamic, fresh and never frozen firsts. For the ‘22 NCAA March Madness activation, they had to think outside the scoreboard as a major sponsor. Wendy’s is an icon of strategic plays that revolutionize branded experiences, and lighting up the 59 storey Resorts World Complex in Vegas is their latest and greatest activation. Their partners Twitter, Spark Foundry, VML, and DIVE Billboards went beyond the billboard and the resort, to deliver on this campaign.
What do you get when you combine DIVE Billboards with a 3,500 room building with billboards all around it? - a full Wendy’s Twitter Billboard takeover visible from land and sky. It all started on-platform when Twitter users declared which team was their fave for March Madness games. Fans interacted with both their phones, and larger than life billboards! The activation included screens to vote for their team, share their hot takes, and hot picks. Over 22,000 fan picks were made throughout this March Madness experience, and #ForTheWendys was used over 89,000 times! This campaign included DIVE Billboard’s first-ever QR code activation!
Over the course of the March Madness hype - Rick and Morty greeted the audience at the activation site flanked by two of the Twitter Billboard Pop-up billboards. Each of these fully mobile billboards are 5G enabled, battery operated units that offer 100% share of voice and a fully immersive audience experience.
March 17-20, 2021
Las Vegas
Photobook
