To establish itself as "more than just a provider of a good," sports retailer Rivalfish.com in late January launched an online sports satire magazine, The Rival Room.
However, it faced the challenge of promoting the magazine and drawing daily visitors to the site.
March Madness was approaching, so Rivalfish decided to capitalize on the country's interest in the college basketball tournament.
"We tried to come up with the craziest idea that could help reinforce our brand and help us connect with ...