Winning March Madness Brackets with Map Dot Media and Atlantic Bottling Coca-Cola

Want to know how Atlantic Bottling and Map Dot Media turned March Madness into a local fan-favorite campaign? Here's the quick breakdown:

• 600+ Bracket Entries: Fans across Iowa participated in a digital bracket challenge.
• 450,000+ Social Media Impressions: Content was shared on Instagram, Snapchat, Facebook, and X.
• 10,000+ Interactions: Fans engaged with live leaderboards and updates via the BettorEdge platform.
• Iowa-Focused Prizes: Rewards like a $250 Kwik Trip gift card and Orange Cream Coke kept it local.

This partnership between Coca-Cola and Map Dot Media/Iowa Chill showcased how national brands can connect locally through digital tools, social media, and event-specific prizes during March Madness. Keep reading to see how they did it.

Map Dot Media and Atlantic Bottling Partnership

Coca-Cola's NCAA Sponsorship at the Local Level

Map Dot Media worked with Coca-Cola's Atlantic Bottling Company to add a local flavor to the National Coca-Cola sponsorship. The focus was on seamlessly integrating Coca-Cola products into March Madness traditions, with specialty drinks like Orange Cream Coke striking a chord with Iowa fans. This approach bridged the gap between a national sponsorship and a local activation, paving the way for Iowa Chill's strong social media efforts.

"Our second-annual Iowa Chill Bracket Challenge, powered by Atlantic Bottling Company, delivered a culturally relevant digital experience that engaged thousands of fans around March Madness. Reinforcing the Coca-Cola brand as both a national sponsor and a favorite."

Iowa Chill's Impact on the Local Market

Iowa Chill, one of Iowa's biggest social media brands, took this sponsorship to the next level. Using their deep understanding of the local audience, they crafted a campaign that truly resonated with fans during March Madness. Their social media strategy included:

• Multi-Platform Content: Content was shared across Instagram, Snapchat, Facebook, and X, all tailored to align with Iowa fans' interests and Coca-Cola's branding.
• Strategic Timing: Posts were carefully planned around key moments in the tournament:
  • Initial announcements to build hype
  • Regular leaderboard updates to keep fans engaged
  • A final champion reveal to create buzz
  • Real-time updates during games to maintain excitement

Bracket Challenge Implementation

BettorEdge Platform Features

The BettorEdge platform hosted the Iowa Chill Bracket Challenge, offering a fully digital experience with custom Iowa Chill x Coca-Cola visuals. Participants could follow their bracket rankings with live leaderboard updates, keeping the excitement alive throughout the tournament. This platform served as the foundation for a well-executed, multi-phase campaign.

Campaign Timeline and Content

The campaign was rolled out in three phases, each designed to maximize engagement:

• Pre-Tournament Phase
  Iowa Chill used its social media channels to announce the partnership with Atlantic Coca-Cola Bottling Company, encouraging initial sign-ups.
• Tournament Phase
  During March Madness, daily leaderboard updates, live game reactions, Coca-Cola-branded content, and last-minute participation reminders kept the audience engaged.
• Championship Phase
  The campaign wrapped up with a champion reveal and celebratory content, spotlighting Coca-Cola products like Orange Cream Coke.

Iowa-Specific Prize Structure

The prizes were designed specifically for the Iowa audience. From a pool of over 600 participants, the grand prize winner walked away with a $250 Kwik Trip gift card and Orange Cream Coke products. This combination of fuel and beverages resonated with local participants, boosting engagement. The bracket portal also saw over 10,000 interactions, showcasing strong participant interest through the championship phase.

Campaign Performance Data

Social Media Performance

The Iowa Chill Bracket Challenge generated over 450,000 impressions across Instagram, Snapchat, Facebook, and X. Real-time story updates and memes kept the audience engaged throughout the tournament season.

The social media plan focused on three main aspects:

• Updates on tournament progress
• Live leaderboard standings
• Coca-Cola-branded content woven into posts

These efforts created consistent interaction with participants, as shown in the metrics below.

Participant Numbers and Engagement

The challenge drew a strong response from Iowa sports fans:

Metric	Result
Bracket Entries	600+
Bracket Portal Interactions	10,000+

Coca-Cola Brand Exposure

Atlantic Bottling Company amplified Coca-Cola’s presence with daily updates, custom visuals, and prizes tied to the brand. Key strategies included:

• Daily tournament updates featuring Coca-Cola branding
• Custom visuals combining Iowa Chill and Coca-Cola imagery
• Prize packages that highlighted Coca-Cola products

"This campaign demonstrated the power of influencer-led digital activations that blend fun, familiarity, and brand relevance", said Map Dot Media in their case study.

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Conclusion: Campaign Success Factors

Key Elements Behind the Campaign's Success

The Iowa Chill Bracket Challenge brought together local influence and national branding in a way that clicked with its audience. Three main factors contributed to its success:

• Local Connection: Iowa Chill tapped into its strong local following to create genuine engagement. By focusing on content specific to Iowa, the campaign built trust and kept the messaging consistent with its audience's interests.
• Seamless Brand Integration: Coca-Cola's presence in the campaign felt natural, thanks to its alignment with March Madness. Custom visuals and daily updates combined Iowa Chill's style with Coca-Cola branding, making the promotional material feel relevant and appealing to fans.
• Engagement Through Technology: BettorEdge brought the campaign to life with real-time updates and leaderboard tracking, keeping participants invested throughout the tournament.

These strategies not only drove engagement but also laid a strong foundation for similar campaigns in the future.

Applying This Model to Future Campaigns

This campaign offers a repeatable framework for brands looking to make an impact by combining local relevance with broader appeal. Key takeaways include partnering with local influencers, timing campaigns around major events, integrating user-friendly technology, and offering rewards that resonate with the target audience.

Success Factor	Strategy for Execution
Local Connection	Collaborate with well-known regional influencers
Event Alignment	Tie campaigns to major sporting events
Tech Integration	Use platforms that enhance user engagement
Reward Relevance	Offer prizes that appeal to local audiences

2025 March Madness Bracket Pool Strategy & Advice | NCAA Tournament Predictions, Cinderellas & Busts

FAQs

How did Coca-Cola and Map Dot Media create a March Madness campaign that connected with the Iowa audience?

Coca-Cola and Map Dot Media crafted a March Madness campaign that felt uniquely Iowan by turning the bracket challenge into a cultural event rather than just a competition. They used engaging, social-first content to encourage sign-ups, spark conversations, and highlight Coca-Cola products like Orange Cream Coke.

The campaign integrated seamlessly into March Madness rituals, such as checking scores and sharing brackets, while providing repeated brand exposure through Iowa Chill’s social media platforms. The winner took home a $250 Kwik Trip gift card and Orange Cream Coke, adding a local touch that resonated with the Iowa audience.

How did social media contribute to the success of the Iowa Chill Bracket Challenge?

Social media was a key driver of engagement and visibility for the Iowa Chill Bracket Challenge. By leveraging platforms like Instagram, Snapchat, Facebook, and X, Iowa Chill shared dynamic content such as announcements, leaderboard updates, and champion reveals, all strategically timed with the NCAA March Madness tournament phases.

This multi-platform approach not only encouraged over 600 participants to submit brackets but also created over 450,000 impressions and 10,000 interactions with the bracket portal. These efforts kept fans engaged throughout the tournament while showcasing Coca-Cola products in an authentic and culturally relevant way.

How can brands successfully combine local relevance with national branding during major events like March Madness?

To achieve success, brands should focus on leveraging major cultural events like March Madness to create campaigns that resonate locally while aligning with national branding. Start by partnering with trusted local influencers or media brands to produce engaging, authentic content that drives participation and sparks conversations.

Integrate the brand organically into daily habits, such as tracking scores or sharing updates, while offering prizes that are meaningful to the local audience. Finally, use a multi-platform social media strategy to maximize reach and keep participants engaged throughout the event. By combining local pride with national recognition, brands can build stronger connections and lasting impressions.