March Madness is here, and with it, the electric hum of brackets, upsets, and buzzer-beaters. Millions of fans are glued to screens, and behind the scenes, they are trash-talking coworkers over this year’s Cinderella stories and debating who’s got the edge. But beneath the chaos lies a psychological goldmine: the raw power of competition. For marketers, this annual frenzy isn’t just a sports event, it’s a masterclass in driving engagement, loyalty, and action. Let’s break down the psychology of competition and how you can harness it to win big with your target audience.
Why Competition Hooks Us
Humans are wired to compete. Evolutionary psychologists agree it’s baked into our DNA as survival once meant outrunning rivals for food or mates. Today, that instinct plays out in less primal ways: a pickup game, a sales leaderboard, and yes, a March Madness bracket. Research backs this up. Studies highlight how competition spikes engagement by tapping into social comparison theory, our urge to measure ourselves against others. When we (or our team) engage in competition, dopamine and other chemicals flood our brains, making us feel alive and connected to those around us.
March Madness amplifies this with its high stakes and communal vibe. Fans don’t just watch, they participate, filling out brackets and rooting for underdogs. That’s the magic marketers can steal: competition isn’t passive; it’s a participation engine.
The Loyalty Factor
Competition doesn’t just grab attention, it keeps it. Psychologists call this the “endowed progress effect“: once invested in a challenge, we’re more likely to stick around. Think about how bracket pools turn casual viewers into diehards, obsessively tracking games to protect their picks. Brands that nail this principle build a loyalty loop. Take Starbucks’ Rewards program: customers “compete” to earn stars, unlocking tiers that feel like wins. The result? A 2023 report showed Starbucks Rewards members accounted for 57% of all U.S. sales.
So, how do you bring this courtside energy to your campaigns? The answer lies in gamification, using competitive elements to turn passive consumers into active players. Here’s how brands have done it, plus some ideas on how to spark your own slam dunk:
Leaderboards That Ignite Rivalry
Case Study: Strava, a fitness app for runners and cyclists, leans heavily on leaderboards to fuel competition. Users can compare their performance on specific routes (called “segments”) against friends or the global community. This competitive edge turned casual joggers into obsessed athletes, significantly boosting app usage and community engagement.
Your Move: Create a dynamic leaderboard that showcases your customers’ achievements, like “Most Purchases This Month” or “Top Review Writers.” Be sure to display it live on your site or social media account to keep the heat on.
Challenges That Spark Buzz
Case Study: Duolingo’s language streaks and XP competitions keep users hooked, and their retention rates soar when learners chase badges or battle friends.
Your Move: Launch a “March Madness Challenge” where customers rack up points for actions. Challenges could include “Score 10 Points Per Purchase,” “Dunk a Review for 25 Points,” or “Cheer on your favorite player” in the same way the tournament’s bracket does when they advance top players through rounds (e.g., “Round of 32” to “Championship”), with the winner snagging the grand prize.
Bracket-Style Showdowns
Case Study: Lay’s “Do Us a Flavor” Campaign is a bracket-style competition where fans submitted and voted on new potato chip flavors. Over multiple rounds, flavors like “Cheesy Garlic Bread” and “Wasabi Ginger” competed, with winners moving forward based on public votes. The campaign generated millions of votes, viral social media debates, and a surge in sales as people rushed to try the competing flavors.
Your Move: Run a customer-driven showdown where fans vote on new flavors, features, or designs. Encourage participation with a limited-time release for the winning option or a prize for voters. This builds excitement, fosters engagement, and makes customers feel part of the brand’s evolution.
The Underdog Effect: A Bonus Play
March Madness thrives on underdogs, think Loyola Chicago’s 2018 run. Psychologically, we love rooting for the little guy; it’s called the “underdog effect.” Brands can lean into this too. Highlight your scrappy origin story or pit your smallest product against the “big dogs” in a playful campaign. Customers will rally behind you.
Your Winning Strategy
Competition isn’t just noise, it’s a lever. Whether it’s the thrill of a chase, the pride of a win, or the bond of a shared bracket, March Madness proves people crave it. As a marketer, your job is to channel that energy. Build campaigns that make customers into players, not spectators. Give them a scoreboard, a challenge, a shot at glory. Because in the game of engagement, the psychology of competition is your MVP.
What’s your next play? Drop us a comment. We’d love to help you brainstorm your next “March Madness” marketing idea!
