March Madness is an American phenomenon. Now, as more and more fans of the annual college basketball tournament flock to their tablets and mobile phones to consume the action, it's become a much more social and digital experience.
Several companies have taken notice and are trying innovative ways to take advantage of this trend—in both large and small ways.
Take search engine giant Google. Instead of driving traffic to popular sports sites like ESPN.com and CBSSports.com, they have embedded brackets into a range of searches. Whether you search "March Madness bracket" or "Results," your first result is the most updated bracket and score on Google.
(Read More: How to Win Your March Madness Pool)
It's an incremental but clever way to get some good numbers, and the more clicks on Google, the more money Google makes.
Twitter is taking an even bolder step. They have partnered with Turner Broadcasting, offering real-time game highlights to fans via the "@MarchMadness" Twitter handle.
Fans now have the ability not only to watch a highlight but also to clip it, tweet it and share it with their friends.