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Friday, October 11 • 10:30am - 12:00pm
Lessons Learned from the Final Four

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The 2013 NCAA® Men’s Final Four® in Atlanta had the highest attendance in event history with nearly 150,000 residents and visitors participating in events from April 5 – 8. Digital media played an unprecedented role in this year’s event, particularly in promoting events happening beyond the two semi-final and championship games. As head of marketing for the Final Four, our challenge was to create compelling messages for Atlanta residents first, and basketball fans and visitors second, that would drive awareness of and participation in all of the activities surrounding the Final Four games. From the Big Dance Concert Series to the ultimate fan fest, Bracket Town, to a 5K race, and for the first time the Division II and III Men’s final championship games in the same host city.  The digital mix for this large scale event included many firsts - a highly interactive smartphone app, a hyper-local website, a six-month campaign for social media engagement on multiple platforms, email marketing, a social media command center, onsite social media street teams, and a unique mix of online contests and promotions – all throughout Final Four weekend.

Results included:
6,800 Facebook fans
4,300 Twitter followers
183,230 website pageviews

avatar for Sharon Goldmacher

Sharon Goldmacher

President & CEO, communications21
Sharon Goldmacher President & CEO - communications21 Sharon Goldmacher has 25+ years of experience in marketing PR and interactive strategies and execution. Her clients range from consumer products to real estate, sports, technology and more. Sharon founded communications 21 (c21... Read More →

Friday October 11, 2013 10:30am - 12:00pm EDT
MAIN - 11th Floor Atlantic Station, 201 17th Street, Atlanta, GA, 30363

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