ESPN TC - Record Breaking Brackets

Problem
How to grow beyond core sports fans, when brackets can feel daunting for casual fans who don’t follow NCAA Basketball?

Insight
We often think we need to know everything, but when it comes to March Madness, not knowing is the fun part.

Solution
Anyone Can Bracket - a multi-year platform that has allowed us to highlight everything from different player archetypes, like the “gut instinct” player, to literal inanimate object participation.

Result
The most bracket sign-ups for the Men's and Women's tournaments in the history of ESPN's Tournament Challenge.