Objective:

To increase television ratings of NBA game broadcasts in the 2007-08 season through a repositioning of the league as the dynamic and truly amazing game it is. To create a print campaign with the NBA’s most ownable, distinct and special traits: Progressive, Electrifying, Stylish, Charismatic and Fun to Watch.

Target Audience:

Men 18-34, "casual NBA fans"

How Magazines Were Used:

We chose fractional-unit insertions to maximize the number of different trains we could communicate in each pub. And to best reach our “casual NBA fan” audience in an unexpected way, we used a combination of traditional pubs and non-traditional pubs.

Results:

Broadcast ratings rose up to 31% on ESPN, 16% on TNT

Industry Awards:

27th Annual Kelly Awards Finalist

Other Recognition:

Comments: