The Finish Line is mad (and social) about hoops

The “March Madness” college basketball tournament will no doubt a major trending topic on social media for the next few weeks, and sporting goods retailer The Finish Line Inc. is joining the craziness.



The Finish Line is offering customers two opportunities to digitally celebrate March Madness games this year. The retailer is offering a Finish Line Bracket Challenge for its Winner’s Circle loyalty program members with a top prize of $5,000, as well as the #CallYourShot social campaign that will last the duration of the tournament.



Customers can to register online between March 13-17 to make their picks and put their bracket into the competition. Gift cards will be awarded to the second through 100th place finishers, ranging from $500 to $25 in value respectively. Participants can track their progress throughout the spring tourney with a real-time leaderboard.



Finish Line will also deliver fans timely and geo-targeted content surrounding game reaction via social media. Customers can tweet comments to #CallYourShot to @FinishLine. Finish Line may integrate customer quotes within its social mix this season – and could also offer social commenters extra rewards throughout the tourney.



“We’re proud to be a part of the moments and activities our core consumers are passionate about,” said Paul Diehl, director of digital brand management at Finish Line. “We want to stand with our consumers at the times they value most, around the stories that mean the most to them in a way that brings new life to their Finish Line brand experience.”



Finish Line is taking a game that is a major social event and running an integrated promotion that includes gamification and social features. The retailer has found a way to insert its brand into the online March Madness conversation that feels natural and should score points with customers.