Lodgers are crazy about their March Madness. We follow umpteen news feeds and swallow splashy sports blogs as we pore over our brackets. Admitting it is the first step: we’re full-blown junkies. That’s why we were pumped to partner with Brackets for Good, an Indianapolis-based organization hosting bracket-style fundraising tournaments in cities across the country. Instead of sports teams, BFG fills their brackets with non-profits who can raise awareness and much needed funds for their missions. We worked with the BFG team to create an online brand—as well as our first ever life-sized mascot— with real handles to help sell sponsorships and engage organizations in nearly 20 major markets around the country. And that’s something worth cheering about.