March Madness Underdogs Hand Tournament a Twitter Slam Dunk
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Our Twitter Week in Review chart uses data collected and parsed for Ad Age by the What the Trend (WTT) unit of HootSuite, the social-media management dashboard with more than five million global users sending 3 million messages each day. (Last week’s chart is right over here.) We’re back today with Volume 50. Scroll down below the infographic for some context — and watch for a fresh edition of our Twitter Week in Review each Friday.
March Madness hit the Twitter chart with a vengeance this week, indicating it’s not just basketball fans getting in on the conversation. Largely this is thanks to the Cinderella story care of the No. 15 seed Florida Gulf Coast, which knocked out favorite 2-seed Georgetown in the first round, an unprecedented win for a team ranked near the bottom of its division. After defeating 7-seed San Diego State, the school will take on 3-seed Florida on Friday night for its first chance at the Elite 8. More brackets were shattered on Thursday night when 4-seed Syracuse secured their Elite-8 spot again top-seed Indiana in a crushing 61-50 win. It’s par for the course when the top seeds make it to the finals, but the underdog stories are what have been driving the conversation this season.
That was good news, not incidentally, for brands such as AT&T that associated themselves closely with the tournament. AT&T paid for ads in tweets like this from @MarchMadness:
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