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By Audrey Kemp, LA Reporter

March 15, 2024 | 3 min read

With the guidance of ‘AI’ (not that AI), basketball fans might just end up getting everything wrong in all the right ways during March Madness.

As college basketball fans lace up their sneakers for March Madness, Pepsi Zero Sugar and DraftKings have launched their latest campaign urging fans to forget artificial intelligence and embrace the original AI – the one and only Allen Iverson.

Yes, you read that right. The brands’ latest venture, the ‘AI Can Do That?’ campaign, sees the basketball legend stepping on to the court to help fans with something he knows a thing or two about – making zero right picks in college basketball’s biggest tournament: the March Tourney Mayhem.

The ‘Zero Right Bracket Challenge’ promises fans the chance to win $100,000 on DraftKings for making absolutely zero right picks. And who better to guide them through this journey of wrongness than “The Answer” himself, as Iverson is nicknamed?

In a statement released by Pepsi, Iverson commented on the partnership: “During my college career, I learned how unpredictable and tough the tournament can be. That’s why I’m partnering with Pepsi Zero Sugar and DraftKings on this bracket challenge. I want everyone to embrace the challenge of getting zero right this season.”

So, how does one play this game of predicting the unpredictable? It’s simple, really –or maybe not so simple. From March 18 to March 21, participants are tasked with completing their entire bracket before the tournament tips off, selecting the teams they think are least likely to advance each round. To complete the DraftKings Zero Right Bracket Challenge, bookmark draftkings.com/zerorightbracket or go to the DraftKings app.

The catch? Every time you pick a winning team, you earn points, and the goal is to get as few points as possible. The ultimate winner will be the one with a score of zero or the lowest total score.

This year’s campaign marks the second time Pepsi has rolled out the Zero Right Bracket Challenge during March Madness. It was created by CLS, PepsiCo’s in-house creative agency, and Direct Focus.

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Creative Artificial Intelligence March Madness

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