Twelve teams, four playoff rounds, sixty-six potential matchups...
One shoot day.
How do you generate a whole lot of reactionary content for one of the year's biggest events? Crown Royal presents The Bandwagoner. This character was created for the brand to play off of a sports culture insight that always gets people talking. Whether it's sympathy because your team was already eliminated or loathing for his front-running ways, we've all known the bandwagon.
With minimal knowledge of hometowns and maximum knowledge of cocktail pairings, our hero was ready to celebrate (And annoy) any possible outcome.