Project Description

NCAA Official Partner, Buick, and the Brand’s agency of record, Jack Morton,  Challenged Next Marketing with re-imagining their Bracket Town Activation for the NCAA Men’s Final Four.


Next designed and produced a 5,000 sq. ft. multi-sensory experience that brought Buick’s premium, approachable brand promise to life while leveraging advanced event technology and a highly trained event staff to introduce Buick’s all new vehicle line up to basketball fans.



More than 10,000 consumers participated in an RFID-enabled data capture system which guided and tracked their progression through the Buick experience.



Over the three day weekend, Next’s product specialists conducted nearly 14,000 consumer demonstrations of Buick’s vehicles.



87% of consumers who visited the Buick Experience took a shot at re-created iconic NCAA Final Four moments and achieved more than 200,000 unique views by sharing their Buick Encore Performance photo through social media.