$1B NCAA bracket prize becomes talk of the nation

01/23/2014 | Los Angeles Times (tiered subscription model)

Quicken Loans is offering a $1 billion prize to anyone who correctly names the winner of each game in the NCAA men's basketball tournament. The prize is insured by billionaire investor Warren Buffett's company, Berkshire Hathaway. The contest has sparked chatter online, offline and across media, despite the chance of winning being 1 in 1 billion. "This is shock value about something that's very positive: 'Oh, my gosh, someone could win $1 billion.' It has high engagement quality," said Dominique Hanssens, marketing professor at the University of California, Los Angeles.

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