Acura is taking over ESPN.com for the NCAA's March Madness basketball tournament, with its #MarchMemeness campaign, by Mullen LA.
Moments from the college basketball games will be given "the Internet treatment," with contextual videos that show wordplay reactions in real-time.
The website takeover begins on Friday and a Tumblr blog will let users interact and share their favorite meme-ified moments from the game.
Two teasers have been rolled out on the Honda-owned auto brand's YouTube channel.
Agency: Mullen LA