Dive summary:
- Charles Barkley has been named as the Capital One spokesperson during March Madness; as part of that role Barkley is predicted to open his first Twitter account as part of his commentary.
- The news of a Barkley Twitter account may come as a surprise to fans as he has publicly dissed the social site in the past.
- Barkley is one piece of the brand's overall March Madness campaign include newsroom-style Twitter strategy named #RallyCry; a team of marketers will be monitoring the Twitter account all weekend to pounce on any real time opportunities.
From the article:
"Capital One is also running March Madness-themed Facebook ads, YouTube promos, general display across the Internet and has ponied up to sponsor CBSSports.com's tourney brackets and webcasts. 'Over the last couple of years our investment has gone up,' Mentry said. 'We see digital as the next front where we need to engage consumers very specifically around things like March Madness.'"
