Cue the brackets, loss of productivity, and lots and lots of basketball. March Madness is upon us, let the games begin.

More importantly, let the marketing games begin.

March Madness has turned March into one of the best months for marketing opportunities, especially when it comes to social media.

According to CNN Money, in 2015 March Madness had 350 million impressions across Facebook and Twitter, a noticeable 45% increase from 2014. Not to mention mobile activity is extremely high during the tournament, with 69% of people using their mobile phones during the games.

These numbers mean one thing for businesses: opportunity.

Opportunity to stay relevant, opportunity for social media engagement, opportunity to connect to customers, and most of all opportunity for building brand awareness.

It’s always interesting to see brands engage in the basketball madness. Last year Oreo, KFC, Buffalo Wild Wings and AT&T were recognized as having slam dunk March Madness engagement.

As for this year, it’s anyone’s game. Throw on your jerseys, or in the case of marketers, button up your dress shirts… it’s game time.