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Finish Line to Tap Into March Madness with ‘Let’s Dance’ Campaign

Devout college and team allegiances already make college basketball fans a bit crazy during March Madness. Now, athletic retailer Finish Line wants to rile fans up even more with a new marketing campaign called “Let’s Dance.”

It’s the retailer’s attempt to engage fans who are captivated by all things college basketball by bringing them timely, team-specific information and products throughout the tournament.

As each game and round comes to an end, Finish Line will present relevant products in-store and on its website.

“Each win becomes more important leading up to the finals in Indianapolis in April, and our core customer will be very engaged in those sports stories,” said Imran Jooma, Finish Line’s executive vice president and chief omnichannel officer. “This campaign immerses Finish Line in that conversation with fans in a hyper-relevant manner just moments after the game-winning shot through a holistic omnichannel approach.”

Finish Line expects to provide timely and targeted information based on the fan’s location, as well as post-game reactions. The company will also offer picks from experts via its blog to help customers make their own bracket selections.

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