During March Madness, all eyes are glued to the TV...that is, until time outs. At that point, everyone grabs their phone to talk about the action.
We wanted to own that space. R/GA partnered with one of the largest financial institutions to make an ungodly amount of noise on twitter with this real time social activation during the NCAA men's basketball tournament.
#RallyCry was the largest and most successful social campaign R/GA had ever produced. Creatively, we generated over 500 unique pieces of art and thousands of tweets/responses over the course of the tournament.