March Madness is one of the biggest sporting moments of the year, creating a unique opportunity for brands to tap into the excitement and engagement surrounding the tournament at scale. As 7 Brew rapidly expanded to more than 700 stands nationwide, the brand saw an opportunity to turn its growing footprint into national sales momentum. Building on the success of their previous March Madness campaign, 7 Brew returned with a strategy designed to capitalize on the buzz, capture attention across markets, inspire drive-thru visits, encourage product discovery, and convert tournament enthusiasm into proven business results.

Building on the standout success of their 2025 Flavor Madness campaign, 7 Brew brought the Scratch 'N Win back in 2026 with a familiar, easy-to-play experience, even bigger rewards, and a frictionless new Rewards Program integration. Customers scanned QR codes in the drive-thru for the chance to instantly win from 200K+ prizes, including three Ford Broncos. 

For the first time, the campaign connected directly to the 7 Brew Rewards journey, allowing non-members to seamlessly enroll and receive their prizes through the Rewards experience without adding steps to the customer journey. Running for 31 days, the campaign attracted more than 1.1 million unique players, encouraged repeat visits, inspired menu exploration, and grew 7 Brew’s Rewards membership.

• 4.4M+ total plays across all locations
• 1.3M+ unique participants engaged throughout the campaign
• 1.1M+ net new customer profiles entering 7 Brew’s database
• 201K+ participants played 5+ times, showing strong repeat engagement

The campaign set another new WIT participation record, proving how a well-executed instant-win experience can reward everyday drive-thru visits, driving sustained engagement, repeat visits, record sales, and long-term customer base growth.