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SBD/November 26, 2012/Marketing and Sponsorship
Spread The Madness: Northwestern Mutual Bringing Brackets To More College Sports
Published November 26, 2012
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GOING IN WITH OLYMPIC SPORTS: While many NCAA partners often talk about activating more heavily against the NCAA's Olympic sports championships, few of them have made significant bets in sports that do not enjoy the visibility of the basketball tournament. "You don't see a lot of partners activating in this sort of way across a lot of the other championships," said Dern, who saw advantages to a program that does not compete with all of the March Madness clutter. Northwestern will still have a strong presence in basketball, but this program gives the company more of an around-the-calendar activation. "We'll see how it goes," Dern said. "It certainly adds a new spin to the brackets challenge, so we'll see how well it moves people over to our Facebook page." Northwestern, which is handling the promotion in-house, will use the challenge as a way to engage clients and prospects on its Facebook page by evaluating the risk associated with their brackets. "And that opens the door to talk to people about how risk tolerance plays into financial planning," Dern said.