Yahoo! Inc. (NASDAQ:YHOO) announced today that Lexus is a presenting sponsor of Yahoo Sports’ Tourney Pick’em and will also launch “GS F The Bracket,” a custom Lexus branded game around the 2016 Men’s College Basketball Tournament. In addition to Lexus connecting with fans through display, native and video advertising, “GS F The Bracket” asks fans to pick which games will reach a combined 60 points the fastest for an opportunity to win a GS F-inspired luxury vacation.
“Working with Yahoo, we have the opportunity to engage millions of college basketball fans and highlight the Lexus GS F,” said Brian Bolain, Lexus general manager of consumer and product marketing. “A car that goes 0-60 in 4.5 seconds deserves the spotlight while we give fans a fun and fast way to get into the games this month.”
Every year, Yahoo Sports is the ultimate destination for millions of sports fans during the Men’s College Basketball Tournament. As a sponsor of Yahoo Sports’ Tourney Pick’em, Lexus’s digital campaign includes display ads driving to “GS F The Bracket” game, pre-roll video ads and branded integrations, and native ad placements targeted to the GS F audience. As part of this, Lexus will be integrated within the Tourney Bracket Live show on Yahoo Sports.
“We’re helping brands like Lexus connect with the millions of fans that visit Yahoo Sports every year to create brackets tied to one of their favorite basketball events,” said Lisa Utzschneider, Chief Revenue Officer, Yahoo. “Sports fans are incredibly passionate on Yahoo and we’re committed to bringing them new experiences that make their favorite games even better.”
To sign up for “GS F The Bracket,” fans can visit GSFtheBracket.com beginning March 13. Each round, players can select which matchup will reach a combined 60 points the fastest. Fans are encouraged to make their picks for each round but can join the game at any point before April 4, 2016.
“The phenomenon of college basketball fans and their brackets create an unparalleled level of engagement each March,” said Chris Graves, Chief Creative Officer, Team One, agency of record for Lexus. “With ‘GS F The Bracket,’ there’s a logical connection between the speed of offense that sports fans find with college hoops and a high-performance car like the Lexus GS F.”