First, a reminder in case you're joining late. These seeds were calculated using a weighted average between how the teams connect on social media, the level of access they give you to their program, the level of branding and emotion they deliver, the quality and depth of content, and (naturally) the intangibles... though it's digital so isn't everything intangible?
And finally, keep in mind that every team in this field of 68 is inspiring -- that's how they got here, to the big digital stage. And we can take great learnings from each of them.
Enjoy!
1- Kansas vs 16- Lamar
The classic 1-16 matchup. Both with their own style but one clearly ahead of the other in terms of impact they can make when they are "on".
Bid: Big 12 Champ, Automatic
Breaking Down Kansas: The Jayhawks were behind the times. Then came the relaunch of their site, featuring Coach Self's KU home page, here. Inside this world, you get access to a great insider blog, powerful branding on the legend status that permeates this program, inside looks into their facilities, and (most importantly) a relentless focus on getting you to the next level -- skill development told the right way. You should check this out: Powerful stuff.
Bid: Southland Champ, Automatic
Breaking Down Lamar: The Cardinals go the personal route, introducing you to student ambassadors who break down why their decisions to choose Lamar were the right ones. Solid, emotional stuff we can all learn from -- check it here. And solid Lamar branding throughout this site experience...
8- Portland vs 9- Nevada
Two strong programs who lead with social. One makes it a priority to get to, the other gives you depth and intimacy when you arrive.
Bid: At-Large
Breaking Down Portland: The Pilots are one of the best programs in leveraging social media. Their Facebook page, here, gives you a personal look into the team, complete with intimate, regularly scheduled videos from their assistant coaches and insider photography on the team from the road. And Head Coach Eric Reveno is one of the best on Twitter (here) because he is authentic and open -- which gives you a feel for who he is as a leader before you decide to don the purple & white.
Bid: Automatic, WAC Champ
Breaking Down Nevada: The WAC Champions hit the tourney as a 9-seed, led by strong access to social and a powerful, easy to navigate digital guide to their program... which you can find, here.
4- TCU vs 13- American
Interesting matchup between two teams that recognize its about the collective power of all sports, not simply the power of your individual team.
Bid: Automatic, MWC Champ
Breaking Down TCU: The Horned Frogs learned one of the best secrets in digital -- they found a way for all their programs to support each other and work together. In "This is Our Story" (link here), we see how consistent themes (Next Level, Facilities, and Trophy Case) can play out across multiple sports. After all, seeing success across other programs raises the profile of basketball. Well done here.
Bid: Automatic, Patriot Champ
Breaking Down American: The Patriot League Champs got here by consistent and powerful branding in their "Stay Connected" section (here). You see consistent and powerful branding across multiple social platforms, across multiple programs. Oh, and beyond that, it's easy to stay connected.
5- South Florida vs. 12- St Francis (PA)
5 vs 12 plays out here with the NEC Champion battling a Big East power. USF packs deep information on the program in their iGuide, while St Francis leads with social, first and foremost.
Bid: At-Large
Breaking Down USF: The Bulls established themselves as a Big East Powerhouse. They did this by delivering the right level of content inside their iGuide, available here. They top that off with a realtime feed of the USF Twitter presence.
Bid: Automatic, NEC Champ
Breaking Down St Francis: The Red Flash definitely elevate social media, which led them to the Northeast Conference title and automatic bid. You can feel this the strongest in their YouTube channel (here), where they even brought their AD in, in order to make a statement about how important, how critical it is that they deliver the right message in social. (Really, that video is here)
3- Washington vs 14- North Carolina
UNC is one of the final at-large teams to crack the field. Can they pose enough of a challenge to topple UW? It's going to be a tough task, as UW simply delivers more branding and access across multiple social platforms.
Bid: At-Large
Breaking Down Washington: The Huskies are another program that brings all sports together. But they do so in a section entitled "Recruits," which is pure brilliance. The way they tell parallel stories across sports led them to the 3-seed and puts them in a position to do damage in the tourney. Do yourselves a favor and witness this for yourself by clicking into meet your coach, here.
Bid: At-Large
Breaking Down North Carolina: UNC is one of those schools that could literally blow the field away if they tell all of their tradition and mix it with their future. For now, we get a glimpse of the program's prestige and Coach Williams' appeal inside "This is Carolina Basketball," available here.
6- Memphis vs 11- St John's
Love this matchup. Two teams that take differing but intriguing approaches to giving the right kind of content. Tough one to play out!
Bid: Conference USA Champ, Automatic
Breaking Down Memphis: The Tigers actually bring fan interaction into their guide to Tiger Basketball -- the Tiger Hoops Experience, here. They do this by showing and getting participation for their intro videos. (And they maintain a sick history of them too) On top of this we see how they travel and how they get you stronger while you're on campus -- the level of authentic access we can all learn from.
Bid: At-Large
Breaking Down St John's: St John's is back. They do this by giving great content (also available across other sports) in their online video guide here. This content is the right stuff -- coaching philosophy and a tour of the campus from a player are my faves.
7- Santa Clara vs 10- Minnesota
Bid: Automatic, WCC Champ
Breaking Down Santa Clara: Sure, the Broncos give you a virtual media guide. But it's their innovation (giving us access to the team via uStream, here) that allowed them to win a tough WCC Conference. The coaching staff is very active on social -- making it easy to feel connected to their journey.
2- Kansas State vs 15- Butler/Indiana
I love the fact that Butler and Indiana battle in a First Four matchup. But the winner is in for a tough one as K State awaits with an intensive presence.
Bid: At-Large
Breaking Down Kansas State: Dive into the players section, here, and you'll get a feel for this. K State plowed through the season to a 2-seed through their branding. It's emotional, it's honest, and it just makes you want to be a Wildcat. I think the best way to describe the program after clicking around is it is both intense and fun.
Bid: At-Large
Breaking Down Butler: Dive into Butler Facebook page and you'll get a nice feel of personality around the program. But perhaps most notable is what you don't feel -- last year's crazy journey to an almost national-title is simply not celebrated at the level it could be!
Bid: At-Large
Breaking Down Indiana: Most of the energy lives in a virtual guide, here. Coach Creen is active on Twitter -- and activeness = opportunity to understand a program.
What do you think? Which favorite would have the toughest matchup? Those questions in due time... But first, come back tomorrow as we conclude the tourney field.
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