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Now in its 8th year, INFINITI’s charity partnership with the NCAA and ESPN is a slam-dunk—see what I did there?—on and off the court. Through four rounds of online voting, 48 active NCAA Men’s Basketball coaches compete to win donations for the charity of their choice, totaling $500,000 for chosen charities.
But voting takes time. It’s not always convenient, and people don’t believe that their vote even matters. So we set out to prove otherwise with #Timeout2Vote. We met fans where they are—tapping into their existing behaviors with a digital/social first approach, making voting as easy (and fun!) as possible. How? By leveraging contextually relevant and otherwise boring moment in college basketball—the timeout—and encouraging our 48 Coaches, 48 Charities, fans and alumni to vote during timeouts.