For the 2012 NCAA Tournament, Duracell sought to own overtime games on ESPN. Working closely with the site team, we developed a real-time mechanism where all college basketball scores would change colors from ESPN's primary red to Duracell's signature copper color during overtime on both on .com and in app.

We also implemented never-done-before API ad units that fed live college basketball scores inside banners where every game that went into overtime would also be indicated via the color swap.

It was the first execution of it’s kind and still the only one to this day.