NBA Case Study: “Whole New Game”
The Situation & Challenge
The Covid pandemic led to a suspension of the season and there were limitations to the traditional fan experiences, the challenge was to re-ignite excitement and engagement upon resuming games.
The Approach
The campaign recognized the game's unique feel amidst health precautions, highlighting new aspects of the experience and celebrating the resilience of the NBA community.
The Results
The "Whole New Game" campaign served as a platform to highlight the NBA's innovative and adaptive response to unprecedented challenges.
The NBA Playoffs became the most-watched programming of the summer.