Other Forms of Madness

Finally it's Selection Sunday. At 3 pm PT today, Americans will begin their intense study of the NCAA brackets. Some people, like my mom, will fill it out in a matter of minutes. Other people, like my friend Brian, will fill it out several times before games start on Thursday (and still be agonizing about how far he took Butler or Xavier). Once first round action begins, our focus increases (not that we're actively doing anything). We want to know immediately how game scores will affect our bracket picks. We're a nation of spectators, and we sometimes get so swept up in the drama that we ignore our work and personal responsibilities. I think this is a good thing. It's harmless escapism, and it's a form of reality television that does not include annoying celebrities or people trying to become celebrities. For most fans, it's an obsession that lasts only three weeks. At the end of the tournament, a college team is crowned - as well as thousands upon thousands of office pool competitors, who can share in the glory and revel in their "one shining moment," receiving validation from friends and family.

However, I am concerned when "March Madness" goes beyond the realm of college basketball. The springtime sports craze has become so popular, the term has been attached to other promotions and sales. Some are irritating, some are strange, some are great, and some are just desperate attempts. Here's a few examples:

• The Parkland Auto Center (near one of the libraries I frequent) has declared that "Military Madness" is upon us during the month of March. Discounts on new and used models for military personnel (E-1 and above). This marketing effort would not be complete without the huge inflated blue gorilla standing outside the car lot. With an American flag on his chest, he raises his red boxing gloves in triumph over his head.
• On Etsy, the online marketplace for handmade goods, there are March Madness sales for UNC dog collars and USC fringe purses. This is my favorite item.
  
• Car commercials featuring Duke Coach Mike Krzyzewski (Remember these words? “In leadership, no word is more important than trust. You can trust Chevy, the brand more Americans choose.”)
• The website "Go Fug Yourself" has created brackets for the worst dressed celebrities. The top seeds are Tilda Swinton, Solange, Aubrey O'Day, and Mischa Barton. The best part is: you the people (arbiters of good taste) get to compare outfits and vote on the most hideous wardrobes.
  

I'm sure there are other examples of people latching onto the hype of March Madness. Let me know if you come across some unique promotions.
(Photo courtesy of the Big Ten Network's Big Ten Pets).