To create excitement and buzz about the "Mike & Mike in the Morning" show, during the time period leading up to the NCAA Basketball Tournament, ESPN Radio decided to conduct its own bracketed competition, entitled "Marriage Madness". In one of the first "User-Generated Content" contests, the quest to find the ultimate sports fan couple began with contestants going online to submit essays, photos and videos demonstrating why they deserved to receive the ultimate sports wedding at ESPN. Couples were featured on the morning talk show and their stories were pitted against one another and ESPN's radio personalities, Mike & Mike encouraged listeners to enter the contest, and participated in the community-based judging. he promotion culminated with sports-celebrity-filled wedding on the campus of ESPN, broadcast live on the radio show and in High-Definition on ESPN2.