The NCAA College Basketball Tournament ended with a bang last night, with a flurry of impossibly timely 3-point shots. Whether or not the tournament was a success depends on who you talk to, but for Villanova fans and marketers alike, we’re guessing its a resounding, “YES!”

Marketing data firm, Origami Logic, analyzed the tournament, looking for the top brands in March Madness social engagement. After a month of basketball themed tweets, ‘grams, and posts, it was Reese’s Peanut Butter Cups who shook the defense and drove the lane for the winning social media slam dunk. Here’s how they stacked up.




KFC, Lexus and Capital One also earned consolation prize recognition for their March Madness marketing. Hopefully they’re taking it better than the UNC fans on twitter.