By Nesh Pillay

Capital One’s chief brand officer, Mark Mentry, believes that the popularity of the Superbowl in advertising overshadows the potential in advertising during other sporting events, specifically during college sports.

While speaking at the 4As Transformation conference in Austin, Mentry shared some of the financial brand’s success in advertising around this year’s March Madness college basketball season.

Capital One launched ‘Road to the Final four,’ a multi-platform campaign, featuring Samuel L. Jackson and Charles Barkley as they travel the country, trying to attend the major basketball games.

He said that fans’ emotional connections to the game coupled with fandom of featured celebrities was the Read full story ›

Source: The Drum