Sling: Fan Freak-Out Zone

The Problem
Every brand wants in on March Madness, but saying “March Madness” comes with legal red tape. SLING needed a way to tap into the energy of college basketball’s biggest moment without ever mentioning it. The goal: drive activations and excitement through a national TV spot that captured the madness, without naming it.

The Insight
Fans don’t need a logo or a tagline to know it’s tournament time. You can feel it – the nerves, the shouting, the lucky rituals. The real story isn’t on the court, it’s on the couch. Every fan experiences the highs and heartbreaks of March in their own personal “freakout zone.”

The Solution
We built The SLING Fan Freakout Zone, a fictional facility where fans could let out every cheer, scream, and stress-sweat of college basketball season. The spot celebrated the full emotional rollercoaster—no official names required.

The results: 38,000 same-day activations at launch (nearly a week’s worth in a single day) and an average of 27,000 activations per day throughout the campaign. Proof that you don’t have to say “March Madness” to feel it.