Buick will once again be the main sponsor of everyone’s favorite piece of March sportsball: the NCAA Divison I men’s basketball tournament. Besides debuting its latest chapter of the “That’s Not A Buick” campaign, the brand is introducing its own “Sweet Sixteen” bracket, but this one features some of the craziest trick shots to hit the web.
Sixteen trick-shot artists will compete in an internet showdown, where the public will vote on their favorite artist, which includes four year-old Titus, whose videos have racked up millions of views on YouTube, dunk-champions the Team Flight Brothers and the trampoline-assisted Dunking Devils.
Many of the dunk videos feature vehicles from the Buick lineup as part props for the trick-shot videos.
The NCAA has become an ever important platform for the Buick brand, which serves as a stage for a highly diverse audience, one the Buick brand wants in its dealerships. In 2014, Buick sales were up eleven percent, and Molly Peck, Buick’s Marketing and Advertising Director, reports the Enclave had its best sales year yet, despite rounding out its eighth year in its product cycle.
One thing is certain, though. These branding moves and platforms are working for Buick, as it continues to sort itself and introduce new, niche product, like the Encore and upcoming Cascada. Check out one of the videos from the bracket down below, featuring four year-old Titus.