The Hershey Company?s Reese?s brand is driving sales and awareness of its candy products by teaming up with the National Collegiate Athletic Association to sponsor an annual College All-Star Game, and leveraging a bracket-themed promotion on social media to offer coupons to mobile users.

Reese?s, which is the official candy partner of the NCAA, will be sponsoring the game held during the Final Four weekend of March Madness. To raise awareness of its partnership and its products, the brand is posting basketball-themed images and posts on social media to offer mobile consumers crafts and recipe ideas, as well as a giveaway for Facebook users.

?Reese?s already has high awareness,? said Jeremy Jacobs, director of strategy at Resource/Ammirati, Columbus, OH. ?Almost everyone knows the brand, but maybe this introduces some of brand's lesser-known products to consumers.

?March Madness is a major event that spans across segments, so this should be an effective way to remind millions of viewers about Reese?s and perhaps give them a subtle, added reminder to buy Reese?s products the next time they are at the store. But really it seems like Reese?s is trying to attach itself to college athletics at large by partnering with the NCAA.?

Reaching mobile users
Reese?s is gearing up to reach on-the-go sports fans by using the #REESESGameDay hashtag on social media to drive users to its Facebook page. The brand is posting GIFs, sports-related images such as its popular Reese?s Cups dressed in frosted jerseys and Easter-themed recipes and craft ideas including instructions on how to make ?Sunday best? hats with cookies and miniature Reese?s cups.

Users can also click the ?Reese?s Starting Lineup? tab on Facebook, or click the GOREESES.com link in many posts to be taken to the brand?s own March Madness-inspired bracket. The bracket, which is mobile-optimized, encourages guests to fill out their top five favorite Reese?s products, such as Reese?s Pieces and Reese?s Minis.

After consumers fill out the five blanks, they will receive a coupon for a free Reese?s item up to $2, while supplies last.

This is an optimal strategy of driving fans? anticipation for the Final Four basketball games, and also offering them a treat to snack on during the excitement.

Reese?s is also rolling out a Recipe Play of the Day, such as instructions on how to create peanut butter cup cracker toffee and peanut butter cup minicakes.

Consumers interested in joining in the sports buzz with Reese?s can share their starting lineup or favorite ways of celebrating March Madness by uploading photos or posts to social media via their smartphones, using the #REESESGAMEDAY hashtag.

Branded partnership
Leveraging a branded partnership for a major national event such as March Madness is a smart move for a snack brand such as Reese?s. The brand will also be hosting its third annual Final Four Friday in addition to the College All-Star Game, which is taking place at 4:30 p.m. on April 3.

The game?s broadcast will be taped and showcased on CBS the following afternoon.

Reese?s is also celebrating the contributions of volunteers and young adults participating in the Community 101 program, in conjunction with Kroger and NCAA Team Works. An event is set to take place on April 3, which will include a performance from artist Austin Mahone and the presentation of a $10,000 grant from Reese?s and Kroger.

Reese?s is not the only brand joining in on the March Madness action. Paint brand Sherwin-Williams is launching a Swatch Madness color draft campaign, which features a microsite where users can draft sixteen of their top paint colors, vote on favorites and receive the chance to win gift cards.

?Reese?s is attempting to strengthen its position as a market leader,? Mr. Jacobs said. ?Sponsorship of a key media moment could help further strengthen the consumer perception that Reese?s is a great candy brand and keep them top of mind.

?However, from an execution standpoint, improvements could be made to make social a more integral part of the experience, or reimagine how social or digital at large could be more impactful and engaging to the overall sponsorship.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York