Acura's 2016 quick-to-react ILX needed an equally quick digital campaign for March Madness. Enter March Memeness, a live event on ESPN.com with NCAA Tournament commentary in the form of punny video reactions. We started by creating over a hundred unique pieces of content from the weirdest stock video clips we could find, enough to give us the appropriate reaction for whatever happened on the court. During the tournament, we updated our ESPN.com display ads in real-time to react to the live games. We also housed all of the memes on a Tumblr so that users could share the quick reaction of their choice.