UPS serves as an Official Corporate Partner of the National Collegiate Athletic Association (NCAA®), National Association of Basketball Coaches (NABC), Women’s Basketball Coaches Association (WBCA) and the National Association of Collegiate Directors of Athletics (NACDA). As a Corporate Partner of the NCAA, UPS works with each coaches association, and in turn FishBait Marketing, to develop and execute programs surrounding the NCAA Men’s and Women’s Basketball Championships.

Corporate Objective
UPS launched their new ad campaign centered around logistics in 2010 – “I Love Logistics”

The UPS main objective was to help define logistics and make it become a household term that could be easily grasped by the average person.

UPS wanted to create an ad campaign that would run during the men’s basketball tournament on March Madness On Demand (MMOD). MMOD, run by Turner Sports Interactive, is hosted on NCAA.com and is the on-line viewing option for the entire men’s college basketball tournament.

FishBait Role
FishBait was tasked with securing coaches from the NABC and WBCA and an Athletic Director from NACDA that would be a good fit for the program. UPS wanted to involve individuals who could talk about the themes of their ad campaign: long term excellence, building a winner and leveling the playing field.

Results
FishBait worked with the associations to confirm the following individuals: Mike Brey (Notre Dame), Geno Auriemma (UConn), Dan Guerrero (1st VP of NACDA & UCLA AD) and Carolyn Peck (Former Purdue Women’s Basketball National Championship Head Coach).

There were 10,133,631 impressions to the MMOD in-game video advertisement.

The initial plan was to air the footage during March Madness on Demand. The spot with Coach Geno Auriemma was so well received the decision was made to run his spots on television – the spot ran four (4) times on Turner and CBS during the men’s basketball tournament.

“When the ball goes in the basket, the average person does not see what leads to that—the choreography, the movement, the flow. Five people and the ball—all arriving at the perfect place at the perfect time. That’s logistics.” –Auriemma.