The Campaign

The objective of our 10 week NBA campaign was to increase recall and fan awareness of the NBA games throughout the season. By raising awareness, we planned to increase total viewership. To do this, we worked with Twitter and the NBA team to create creative assets projecting tune-in media, countdowns, scoreboards, and Tweets with plays of the games, videos, and fan moments. This was a massive success, as we calculated a 6% increase in online conversation since the previous year. This ricocheted into a 7% lift in playoff awareness, 25% lift in consideration, 25% lift in tune-in intent, and a 24% lift in finals TV viewership. Fans who saw pictures of their own Tweets in their hometown re-shared and engaged more than ever. Without the CTA and Twitter action we wouldn’t have seen such enormous volume and valuable content to use in this activation.

Basketball fans love Twitter, and DIVE provided a unique fan and team experience over the championship playoffs. The billboard utilized the gameplay data to provide a live and targeted fan experience.

The Results

First-ever DOOH campaign to integrate LIVE scoring, Hometown wins, Countdowns to Tip-off, & Moderated Tweets

93 Million Impressions

1.1 Million Twitter Mentions

59K Twitter Hashtag Mentions (#NBAFinals)