Capital One x March Madness

Clio Sports: 2 Shortlist

March Madness means three things: busted brackets, buzzer-beaters, and America’s favorite hoops-loving trio of Samuel L. Jackson, Spike Lee, and Charles Barkley causing chaos in every commercial break.

For over a decade, this Capital One campaign has been as much a part of the tournament as confidently picking a small directional school you just learned existed to make the Sweet 16. As a lifelong college basketball fan, getting to meet and write for these legends made me feel like that kid crying happy tears in the “One Shining Moment” montage. I may never cut down the nets, but you can be sure that as long as I’m in the game, I’ll be cranking the madness up to UMBC-over-Virginia levels.

“Chuck Blimp”

The Airbound Mound of Rebound is Final Four bound.

“First Game”

Where they’re going, they don’t need backboards.

“Battle of the Blimps”

2 Blimp. 2 Furious.

“The Bank Is Open”

The Capital One Bank Guy is money on the court.

The Chuck Blimp Takes Flight

Yes, it’s 100% real. We made an actual Chuck Blimp.

Measuring 128 feet—the length of 20 Charles Barkleys stacked end to end—the real-life Chuck Blimp was impossible to miss. Launched at the First Round in Memphis, “Soar Charles” traveled across the country, stopping at key tournament cities before landing in Phoenix for the Final Four.

To amplify the hype, we fueled fan engagement with influencer content and a “Blimp Yourself” TikTok filter, letting fans transform into their own floating Chuck. The blimp wasn’t just in the sky—it was on social feeds, in broadcasts, and even part of a solar eclipse moment. Chuck’s co-hosts took it further, pranking him live on air with a helium-voiced microphone.

The Results

Like Dan Hurley, we’re the best in the f——’ sport.

Our spin on the fan-favorite campaign became the most-loved in Capital One’s history, setting all-time records for Brand Appeal and Enjoyment in NCAA advertising.

Fueled by the Chuck Blimp, the campaign made Capital One the most recognized sponsor of March Madness. Brand awareness hit 62%—the highest in tournament history for any brand ever. Sports Business Journal even called Capital One and the NCAA Tournament “one of the most-recognized bonds in sports,” ranking alongside the NFL and Gatorade.

Finally, the championship Charles Barkley has been waiting for.