Through Unilever’s corporate partnership with the NCAA, Degree teamed up with the iconic Monmouth University bench squad famously known for their sideline theatrical antics throughout the NCAA Tournament a few years ago. Their “reaction” skits made them famous and we wanted to tap into that notoriety as authentically as possible in order to be a part of the online buzz and conversation around the games.

Weeks before the tip off to the 2019 NCAA tournament , we scheduled two days of shooting to capture over 80 pieces of short form video reaction in anticipation of expected notable basketball plays during the tournament. The team conceptualized as many basketball plays, fouls, calls they could imagine occurring throughout the duration of the NCAA tournament.

We partnered with Twitter to post these video reactions in real-time as the game were played and as plays were made. We set up a war room at Twitter HQ and had three sets of team there to monitor, analyze the data and post with approved copy. Degree/Monmouth reaction videos had the largest share of brand voice during the activation days of the NCAA tournament. At the end of it, I had never watched so much basketball in such little time in my life!

Examples Include: Social Assets: Twitter