OkPhil March Madness
Building off the “just ok is not ok” campaign, AT&T brought back clueless commentator, Phil and actual commentator, Kenny Smith to host 2020’s March Madness. The Critical Mass team created :15 spots for digital, :06 bumpers on ESPN’s Snapchat channel, and live game time commentary geared up for the Twittersphere.
OkPhil in the Twittersphere
For the first time ever, OkPil joins the Twittersphere, delighting fans and rival college teams with unexpected live commentary.
We built a bank of tweets before the tournament, we created tweets for every moment.
Commentary Covered:
• NCAA Rounds: Sweet 16, Elite 8, Final Four
• Tagging brands, sports teams, influencers, media outlets to leverage conversation
• Noteworthy game highlights that would be relevant in real time
• Team-targeted tweets based on season’s stats
• Position pro commentators like Kenny Smith as the straight man, to build Phil’s humor
The tone of voice built off the “Just Ok” Phil character from broadcast. Highlighting his lack of knowledge about basketball in the most lovable way.
We built a bank of tweets before the tournament, we created tweets for every moment.
Commentary Covered:
• NCAA Rounds: Sweet 16, Elite 8, Final Four
• Tagging brands, sports teams, influencers, media outlets to leverage conversation
• Noteworthy game highlights that would be relevant in real time
• Team-targeted tweets based on season’s stats
• Position pro commentators like Kenny Smith as the straight man, to build Phil’s humor
The tone of voice built off the “Just Ok” Phil character from broadcast. Highlighting his lack of knowledge about basketball in the most lovable way.
Before The Tournament
AT&T held a Live TW press conference to announce the return of Phil and our NCAA Legend, Kenny Smith. @OKPhil tweeted before the tourney to gain recognition and tease the campaign.
Bracket & Second Round Commentary
During the tournament, AT&T’s @OKPhil posted reaction tweets sharing his colorful commentary on each crucial phase.
Game Play Commentary
Responding to relevant moments during game, OkPhil gave an unconventional point of view on everything from upset commentary, to net cutting, and free throws.
OkPhil On Snapchat
During March Madness, we would share Phil’s warm-up commentary on ESPN’s Snapchat channel. The content would play before, during, and after ESPN’s weekly March Madness highlights in sequential order.
Interactive Display Units
Keeping with in character of OkPhil we created display banners that would interact with one another. OkPhil would launch crumpled paper balls from one display unit to the next trying to make the shot.
