Objective:

We brought together the NBA's best to take the next generation of Ballers inside the inner workings of the top level of basketball. Inside, they learned how to live, train and play together on basketball's ultimate stage.

Target Audience:

Male, Under 20

How Magazines Were Used:

Magazines allowed us to be more targeted in our media approach. It's very clear which magazines our basketball consumer is reading, so we're able to hit a large percentage of our market through some fairly niche titles - making our spend much more efficient than it would be otherwise. This medium also afforded us the opportunity to leverage some high impact space - ie. a large triple gatefold unit.

Results:

1st month onine sales beat prior 9 months combined; new visitors represented 90% of web traffic with page views increasing +462%

Industry Awards:

2009 Kelly Awards Finalist

Other Recognition:

Comments: