Burger King has become a top brand on Twitter during the NCAA tournament.
The fast food chain's #WatchLikeAKing hashtag has been used thousands of times. The hashtag is part of a contest to win gift cards, televisions, tickets to the Final Four game, and more.
"The days of slapping your logo on a stadium are over, especially when you're a huge brand like ours," Eric Hirschhorn, Chief Marketing Officer at Burger King, told Business Insider. "People are so fanatical about the tournament and sharing emotions that we wanted to engage them."
Behind-the-scenes, Burger King has amassed a team of 30 people who work long hours in a "war room," monitoring tweets and trying to predict the outcome of the games, Adam Gagliardo, Director of Digital Marketing and Social, said in a telephone interview. Read More