Lexus is back for the third year in a row to sponsor Yahoo Sports' Tourney Pick'em and re-launch the Lexus "0-60 Bracket Challenge," a custom branded game tied to the 2018 Men's College Basketball Tournament promoting the 2018 Lexus RC F. This year Lexus is taking a new approach to reach mobile sports fans who prioritize this device as their first screen.
After Lexus saw registrations for its bracket game on Yahoo Sports jump 38% last year compared to 2016 and the majority of fans (53%) signed up on a mobile or tablet device, the brand knew it was time to focus on mobile. Lexus will be the premiere sponsor of Yahoo Sports' Tourney Pick'em on the Yahoo Fantasy app this year with an immersive brand experience. Also new this year, Yahoo Sports' Tourney Pick'em fans can share updates from their brackets with friends directly from their phone's messaging app.
"Our partnership with Yahoo Sports allows us to connect with millions of college basketball fans on their favorite device – their smartphones," said Cooper Ericksen, Lexus vice president of marketing. "The Tournament is the perfect time to align and own the mobile moment with sports fans. This also gives us the opportunity to show the performance side of Lexus by highlighting the new 2018 Lexus RC F."
Each round, players select which games will reach a combined 60 points the fastest for an opportunity to win a Lexus-inspired luxury trip for four to Las Vegas during tournament time next season. Lexus will also connect with fans through 15-second video ads on Yahoo Sports, designed to keep mobile fans engaged, and will be integrated into the "Tourney Bracket Live" show, which airs this Sunday, March 11th at 6pm ET on Yahoo Sports.