The Ringer: Bracket Week

Weeklong competitions in which followers and readers vote online to determine the winner of a themed bracket (e.g., "Best TV Character of the Century") have become a quarterly staple at The Ringer.

The original execution of Bracket Week was all about getting people to vote on dot com. After I took over the social department, all subsequent brackets were additionally pushed across social media (to Instagram, Twitter/X, and Facebook), prompting our followers to vote on every matchup each day.

The result was an immediate and enormous spike in engagement with trending viral moments that led to more website traffic, online discussion, and helped push several brackets over one million total votes.