Founded in New York in 1946, the National Basketball Association (NBA) is the world’s pre-eminent basketball league. It consists of 30 franchised member teams, of which 29 are located in the United States and one in Canada.
In March 2011, the NBA brought two regular season games (between the New Jersey Nets and the Toronto Raptors) to the O2 Arena in London for the first time.
In support of this initiative, it created ‘Basketball Week’ to give young people a chance to try out the sport.
Lacking UK internal media resource and expertise, the NBA marketing team approached ID Comms to help them understand the role that media could play in contributing to the success of these important initiatives as part of a broader marketing approach.
As part of this, ID Comms was briefed to develop a media strategy that would connect with the NBA’s ‘urban youth’ target audience in order to maximise the performance of their media investments.
Specifically, the core objectives were to:
ID Comms developed an integrated media and communications strategy designed to raise awareness of the regular season games and Basketball Week.
This strategy was deployed via a London-wide multichannel campaign that pin-pointed the NBA’s core ‘urban youth’ audience:
This approach marked a significant departure from previous NBA Europe media activity that had been restricted to limited investment in traditional media channels. Therefore a key legacy of this project was to raise knowledge levels of senior NBA marketers, allowing them to better understand the dynamics of the modern media landscape. This enabled them to identify key pillars for future investment in media in order to deliver competitive advantage for their business and to raise the profile and performance of media within the organisation.