Capital One's March Madness Campaign Banks On Baldwin, Barkley And Hashtags
Capital One, the official banking and credit card of NCAA, has long been heavily invested in college sports. It organizes the annual Capital One Cup, which recognizes the best in college sports and awards $400,00 in student-athlete scholarships, and is one of three corporations with the unique distinction of being an NCAA "Corporate Champion." As a result of attaining its status as a Corporate Champion (along with AT&T and Coca-Cola), Capital One is granted with certain category exclusivity in the use of NCAA logos, marks and designations. Capital One will take advantage of its special status with the NCAA over the coming weeks, and will be highly visible to consumers who turn in to the compelling NCAA Tournament. It hopes that its message is memorable, and has come to agreements with Alec Baldwin and Charles Barkley in an effort to create lasting brand impressions.