NBA Pick’Em Case Study “Meet Dave”
The Situation & Challenge
The NBA needed to drive awareness and increase subscribers in the crowded gaming space.
There were licensing limitations on gaming action typically used to leverage IP to drive awareness and prizes were not compelling to fans.
The Approach
Positioned NBA Pick’em game as an opportunity for fans to become “NBA players”. The campaign spoke to their love of the game and desire to be more deeply involved. … “Pick. Watch. Win”.
The story was told through the imaginations of characters representing passionate and diverse fans who took pride in their NBA knowledge and now have a platform to be celebrated for it.
Results
The marketing efforts drove over 20% increase in unique app and website registrations.
Additional Creative
“ARIA” - https://ispot.tv/a/ZO38
“MEET DIEGO” - https://ispot.tv/a/n_Jl
“MEET DAVE All-Star” - https://ispot.tv/a/ZHjr