We didn’t just activate March Madness. We reimagined it. In 2003, MELT had a simple idea: Own the off day. What followed was a 20-year run that turned the Final Four into a cultural moment… Concerts. Crowds. Energy. Impact. From Taylor Swift at 16… to 50,000+ fans in Centennial Park… to the first-ever live stream at Final Four… We didn’t follow the playbook. We wrote it. CULTURE AT SCALE. #FinalFour #MarchMadness #ExperientialMarketing #MELT