When you’re promoting one of the world’s most popular competitions, you have to tap your own competitive spirit. That’s exactly what we did when the NCAA Men’s Final Four came to Minneapolis in 2019. Four days of no- to low-cost activities made up a huge part of the fan and community experience, and our “Come Ready to Play” campaign got everybody in the game. (You could say the event was a total slam dunk, but puns like that are hard to defend.)