Reese’s Rules March Madness With Social Media and Content Marketing


Reese’s, the official candy partner of the NCAA, has created buzz with social media push and a Content marketing strategy that focuses on creating an engagement with the College students with sponsorship of Reese’s Final Four Friday and the Reese’s College All-Star Game.

A campaign that has used creative to emphasize moments within the game with posts on Twitter and Facebook coupled with an Instagram contest and a Snapchat promotion has engaged audiences effectively. Content Marketing with Influencer posts has been used to elaborate on a product recipe and a dedicated site with recipe ideas.

Campaigns are seen as a way to engage audiences through the event with social chatter compounded at pivotal points. Targeting audiences at the right time with post frequency matched to the level of interest in the tournament or event is likely to bring in best engagement.



According to the Press Release, to celebrate March Madness, fans can also participate in “Put Reese’s in Your Starting Lineup,” a promotion focused on entertaining during the NCAA Tournament to select their “starting five” Reese’s products for a chance to win prizes. Fans can access great gameday content to put in their starting lineup, like delicious Reese’s recipe ideas, by visiting

“The Reese’s brand has a long and distinguished history with NCAA and March Madness and we are excited to once again sponsor activities this year,” said Anna Lingeris, spokesperson for Reese’s brand. “The Reese’s College All-Star Game and Reese’s Final Four Friday are the perfect combination to enhance our NCAA partnership. The charitable aspects are always a highlight, and we’re very proud to partner with Kroger and recognize youth in the Indianapolis area that have made significant contributions to their community.”

“Reese’s has done a fantastic job bringing the Final Four spirit to fans with the Reese’s All-Star Game and Reese’s Final Four Friday,” said Keith Martin, NCAA managing director of marketing and broadcast alliances.  “Reese’s has been a loyal partner and supporter of the NCAA, its fans and our student-athletes, and is one of the main contributors to the success of Final Four weekend.”


Key Takeaways For Brands

Be in the game early to create the right buzz within the context with the Branded Property or the Sponsorship.

Create pieces of content that your audiences react to the best, also termed as Adaptive Marketing, that allows for a good content spread.

Use the Content type that your audience reacts to the most. If Gifs are best received then a suitable Gif with the imagery that makes sense is likely to work better. The synchronization among the networks is important as some of the networks are good at Organic reach that can help you understand audiences you would like to target with custom audience in a  paid advertising social network.

Constantly update your buyer journey and engagement strategy to ensure you are present in all channels and networks your audiences are using to engage with brands.