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Fast Food Companies Use Marketing Ploys to Reach Large Basketball Audience.(Knight Ridder/Tribune Business News)
Knight Ridder/Tribune Business News, April, 2000 by Lansner, Jonathan
Apr. 3--They don't call it March Madness for nothing.
Forget tonight's NCAA men's basketball championship game. Let's get to the real contest: Which fast-food chain gains the most marketing mileage out of the annual monthlong obsession with college hoops?
How can fast-food executives not love a game that draws a distinctly young, male crowd - a perfect match-up with the profile of industry's best customers?
From direct ties with the championship to loose mimicking of the hoopla, several chains have chosen March to go mad with marketing.
And just like play in the tourney itself, chains use various tactics in their attempt to slam down extra business during this high-testosterone season.
Take Pizza Hut's full-court press, for...
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