Degree turns to user-generated content for Final Four campaign

The deodorant brand, under Unilever, is working to engage fans of the NCAA basketball tourney with a Twitter and Instagram contest.

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As consumers continue to search for those opportunities to replicate lost moments, from block parties and concerts to sports events, some brands are trying to help create unforgettable moments online.

The NCAA basketball tournament is popular cultural mainstay in American culture, sweeping offices and college campuses with bracket mania. It was a sign of the times last year when the tournament was cancelled due to COVID-19, and this year’s competition has been a welcome distraction for many.

But the experience is still a far cry form the usual fan experience of packed gymnasiums with raucous fans rooting on their favorite schools and squads. Some fans have been allowed to attend this year’s games, but limited attendance has been unable to fully recapture the magic of March Madness. However, some brands are trying to remedy that missing link by offering digital experiences that engage fans watching the games from home.

One such brand, Unilever subsidiary Degree, is looking to get fans to share their best dance moves on social media for a contest—inspired by the dance cams shown on jumbotrons during games. It’s an opportunity to capture some of the pent-up enthusiasm for a return to normal as fans try to take in the return of the annual basketball tournament.

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