How do you get hedge fund manages, who trade $1 million a minute to spend a moment with iShares ETFs (exchange traded funds)? Sports. Fund Frenzy is an annual client acquisition marketing program for iShares, based on a bracket-style competition. The winner gets $20k for charity and a championship ring. 
The campaign includes emails, banner ads, dimensional direct mail, posters and playbooks. 
Credits: with Doug Green, Harvey Lee, Steve Mawhinney, Ryan Noonan
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