AI Scores Big: Turning Decades of NCAA March Madness Data into Real-Time TV Predictions

Goal

Launch the "Know What Your Data Knows" campaign to showcase Google Cloud's AI/data capabilities to four distinct audiences: CTOs/Business Leaders, Developers, Student Pipeline, and Fans. The aim was position Google as an innovator, drive enterprise interest and seed the future talent pool. while also enhancing NCAA fan engagement.

Strategy

Show, Don't Tell: The core strategy was to use March Madness as a massive, live AI demonstration. We created a spectacle that would simultaneously wow business leaders with a technical feat and entertain the public bringing the magic of the technology to life during a highly visible cultural moment.

Activation

Built a proprietary real-time video generation engine powered by AI. This system leveraged 60 years of NCAA data to create and traffic unique TV ads with live, in-game predictions (assembled and rendered in under 10 minutes) seen by 44 million viewers. The ads served as the hook, guiding C-suite decision makers, developers and fans through personalized journeys on site and as predictive spots aired throughout the Sweet 16.

Impact

The campaign made Google Cloud’s AI and data capabilities tangible and accessible, cementing the brand’s position as an innovator and driving significant commercial interest—effectively addressing both enterprise sales and workforce development goals.

Designed the world's first real-time predictive advertising campaign
91% lift in product interest
50% higher AOV per cloud deal
42% increase in brand search
30% more new site visits
20% increase in time spent on site

Accolades

Gold Cannes Lion | Creative Data, Use of Real-Time Data
Silver Cannes Lion | Digital Craft, Advanced Learning Technology
Ad Age Campaign of the Year | B2B, Gold
Silver Effie | Software and Apps
D&AD Wooden Pencil | Media, Use of TV and Cinema | 2019