Luxury auto brand Acura has launched 'March Memeness,' a takeover of espn.com featuring contextual memes that correspond to the live action taking place at the NCAA men’s basketball tournament.
Acura is a sponsor of ESPN’s 'Tournament Challenge,' with the stunt being used to promote the 2016 'quick-to-react' Acura ILX.
In partnership with Mullen, the brand’s 'Meme Team' will create the memes from its 'MemeQuarters.'
There is also a Tumblr set up where users can browse through the custom memes and share.
Mullen has created both a teaser and a video to give viewers a taste of what’s in store.