TV Viewership for “March Madness” (the NCAA Men’s Basketball Tournament) includes both serious sports fans and casual watchers — and millions of people who are participating in a bracket pool to see who wins their pool.

7-Eleven is one of several advertisers who run special promotions during March Madness.

As reported by Jessica Wohl for Advertising Age:

“7-Eleven is airing 15-second commercials with a basketball feel, aiming to get NCAA fans watching college hoops to think of the convenience chain as a place to go for hot food. One spot promotes the convenience chain’s new $1.99 chicken sandwich and another focuses on its steak and cheese melt sandwich. 7-Eleven, like supermarkets and other retailers, is expanding its lineup of prepared foods to appeal to on-the-go consumers.”

“Along with the commercials, 7-Eleven said its plans include a new partnership with Turner Sports and Twitter called March Madness Amplify. 7-Eleven’s social media campaign includes sponsoring some official in-game highlights sent out by @marchmadness and @BleacherReport. The company is also planning in-store sampling on March 25, and giving out free Melts on April 4, the day the NCAA championship is set to be played.”

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7-Eleven Chicken Sandwich Credit: 7-Eleven