Reese's Leverages March Madness Chaos for Social Engagement

Event summary

  • Reese's is launching 'Every Bracket Busts for a Reese's,' a sweepstakes tied to the NCAA March Madness tournament.
  • The initiative encourages fans to post their busted brackets on social media for a chance to win Reese's products or tickets to the Final Four.
  • Reese's hosted a 'Bracket Summit' featuring basketball figures like Andraya Carter, Breanna Stewart, Richard Jefferson, and Tyrese Haliburton.
  • The program includes in-person activations at Hershey, PA, and Times Square, NY, offering free Reese's cups and discounts.

The big picture

Reese's is doubling down on experiential marketing and social media engagement to capitalize on the cultural phenomenon of March Madness. This strategy reflects a broader trend among CPG companies to leverage user-generated content and influencer marketing to build brand loyalty and drive sales. The program's reliance on social media and influencer partnerships underscores the increasing importance of digital channels in reaching younger consumers.

What we're watching

Engagement ROI
The success of this campaign hinges on whether the social media engagement translates into measurable sales uplift for Reese's, particularly given the cost of influencer partnerships and on-site activations.
Partnership Risk
Reliance on Barstool Sports and New Heights introduces brand risk, as their content and public image can be unpredictable and potentially conflict with Hershey's broader corporate values.
Competitive Response
Other confectionery brands may attempt to replicate this 'embrace the chaos' strategy during future high-profile sporting events, potentially diminishing Reese's first-mover advantage.