If dogs playing basketball won’t convince you to watch NBA on TNT, nothing will (creative strategy)
The brief: Reach a younger audience of NBA-adjacent fans, and pique their interest in basketball enough so they’d watch with their fanatic friends.
The problem: Like most pro sports right now, finding new fans can be difficult, but it’s especially true among younger Millennials and Gen Z.
The strategy: With legal red tape everywhere, we had a few avenues we could focus on. So to ensure we got the attention of our audience, we built content around the NBA’s contributions to pop culture instead of pure sports. The game itself became a backdrop to create content in front of, to pull viewers in for some light and approachable immersion.
The execution: It’s a game of emotions, so we went for cuddly and silly, with a hint of NBA star power. A mixture of two custom videos plus a couple unique site-level posts, topped off by display media. Surprisingly, a game of H.O.R.S.E. on horses stole the show, while dogs recreating big All-Star moments and the Shaq chat bot pulled their weight equally well.
The result: The Shaq-bot page brought in over 300k site content views, while H.O.R.S.E. on horses pulled in 2.3 million views (on Facebook alone). All combined, we beat our own expectations and delighted the client and the agency with the overall results. A big win!
