What’s the most “Portland” thing about Portland? Is it beer, rain, Powell’s bookstore? What started as a hypothetical over beers turned into a quest to create the first mobile-friendly bracket during the 2014 March Madness. Users were allowed to fill out brackets before-hand to guess the winners, then the public was allowed to vote, round-by-round to select the overall winner.

Launched in conjunction with the college basketball contest, it was promoted via a combination of social media, PR and email. There were also SportsCenter-style sock puppet videos that announced each round’s winners.

Overall it was a project that both drove mobile technology forward, and paid tribute to the weirdness of Portland as a city.

STATS

882 56,281 70% 41%
brackets submitted total votes counted of traffic socially driven of traffic was mobile

This project won the AMA Award for Best Mobile Strategy in 2014.