In years past, Walmart shoppers weren’t putting candy on their game day shopping list, but they were looking for a way to turn “just watching the game” into something more special. In partnership with the NCAA, we created the Baking Bracket Challenge, an interactive gamification experience that delivered Walmart shoppers with game day inspiration for less. The result: Reese’s and Walmart scored major points with moms by delivering shareable content online, game-day recipes and eye-catching in-store displays. Not only did we help shoppers Make Game Day Perfect at Walmart, program elements worked together to generate a 3X return on investment for Hershey. We exceeded our sell-through goal of 90%, with sell-through rates of 103%.