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Steven Little
Andrea Waterhouse, creative director
Michael Potts, group creative director
Craig Barry, executive creative director
Major League Baseball Advanced Media, developer
Turner Sports, project design and development
NCAA, client

Launch Site

“This is one of the first projects I’ve seen that does social TV right. Loved the tweet-in-game function.” —Dustin Callif

“This seems like the way broadcast was meant to be consumed: always on and totally connected… live!” —Kris Kiger

Overview: NCAA March Madness Live gave fans access to live coverage of all the games of the 2013 NCAA Division I Men’s Basketball Tournament through their computer, iPhone, iPad or Android device. This application was designed to provide the optimum second-screen streaming experience and entice fans to follow the tournament on all platforms. Key to the experience was the Coke Zero Social Arena, a real-time interactive feature that embedded social media capabilities into March Madness Live. The Arena amplified the natural social excitement surrounding the tournament and expanded the social media presence of both the NCAA and Coke Zero.

• The design was created by the Turner Sports in-house design team. Development was split between Turner Sports and Major League Baseball Advanced Media.
• The app provided up to four streams of live video, full game replays and highlight clips.
• Navigation was customized to support each individual platform, with navigation paradigms specific to iOS and Android systems.

Comments by Andrea Waterhouse:

Was the subject of the project a new one for you? “No, this was the third year that Turner Sports has designed the March Madness Live app. This long-term partnership allows for year-round staffing and planning, and gives us the ability to evolve the design and innovate each year.”

What was the most challenging aspect of the project? “The March Madness Live apps are free for our fans, so the design challenge was to create an integrated environment for our sponsors while keeping the fan experience at the forefront. The Coke Zero Social Arena was a successful sponsorship that allowed prime sponsor branding around everything social without sacrificing the engagement of fans.”

Which features were particularly popular with users? “Live tournament tweets were followed in real time using GetGlue, and users could relive the best plays through a feature called Twitter Game Pulse without leaving the game they were watching. Fans kept coming back for more!”


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