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Infiniti Campaign During NCAA Men's Basketball Championship

Infiniti’s North American division recently revealed details of its latest marketing campaign, which is designed to provide college basketball enthusiasts with a "360-degree look" at the inspired stories behind the run up to the 2010 NCAA Men's College Basketball Championship. The carmaker signed agreements with ESPN, the National Association of Basketball Coaches (NABC) and the SEC (Southeastern Conference) and Big Ten Conferences.

"Infiniti is working with ESPN to bring the inspired stories behind the competition to life, both on TV and across digital media," Ben Poore, vice president of Infiniti Business Unit, said in a release. "We're creating our own platform with our original themed content and new media applications and extensions to build awareness of Infiniti and our exciting Infiniti luxury performance vehicles."

The campaign will run through the NCAA Men's Basketball Championship Game on April 5, highlighting both the Infiniti brand as well as the models, such as the redesigned 2010 Infiniti G and the 2011 Infiniti M.

Key elements from the campaign include the "Infiniti College Basketball Tip-Off” TV show on ESPN, the "Inspiring Coaches" Spotlight Series on ESPN.com, ESPN mobile and the Infiniti Facebook page, the ESPNews "Infiniti Saturday Recap," and USA Today and Facebook post-game ads.

"College basketball, and particularly the NCAA Championship Tournament, is one of those special moments in time that everyone looks forward to every year. Infiniti is proud to be a major player this year in support of the NCAA Basketball, the SEC and Big Ten Conferences and college hoops fans from coast-to-coast,"
Poore added.

"With this multi-platform approach and the creation of unique editorial content in conjunction with the National Association of Basketball Coaches, we're creating a great space from which to promote our brand and launch the exciting new Infiniti M sedan," he concluded.

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