Video: NBA Launches Global “This Is Why We Play” Campaign

Created by Translation amp8220Hopesamp8221 asks diehard fans what they hope their team will accomplish this season amp160Like any loyal fan they want their team to dominateA Lakers fan hopes LeBron James brings the showtime back to Los Angeles while a weatherman and Oklahoma City fan hopes the country sees a lot more thunder amp160Look for cameos from hip hop artist Travis Scott social media influencer Famous Los and former NBA player and current onair broadcaster Kenny SmithSubsequent spots will ask new questions and include cameos fromamp160past and present players Paul Georgeamp160Julius Erving and Walt Frazier onair personality Rachel DeMita andamp160chef Eddie Huang among others amp160Launch dates will be spread throughout the season in addition tailored ads will run during Christmas MLK DayBlack History Month Saturday night primetime playoffsamp160and NBA finalsPam El Chief Marketing Officer of the NBA and inductee into the Diversity Hall of Honors on January 9amp160at the 2019 Advancing Diversity Honors during CES recently explainedamp160the evolution of amp8220This Is Why We Playamp8221 to MediaVillageamp8220The first year was emotionalbased storytelling from the view of the leaguequot she beganamp160 quotThe second year was anecdotes on players amp160The third year we presented 30 different stories amp160oneamp160for each team amp160on what inspires them and was important for fans to know amp160This year the fans are the stars amp160Each ad starts with a question amp160Research shows that every fan wants their team to winamp8221This yearamp8217s campaign features the first custom spot to run in Canada amp160both in English and in French to promote the Canada Series where the Toronto Raptors play the Portland Trail Blazers in Vancouveramp160onamp160Sept 29 andamp160the Brooklyn Nets in Montreal on Oct 10A Mandarin ad will air in China to promote the China Games amp160Oct 5 in Shanghai and Oct 8 in Shenzhen amp160and the showdown between the Dallas Mavericks and Philadelphia 76ersEl attributes the longevity of the quotThis Is Why We Playquot branding strategy to strong numbers and a successful platform amp160amp8220After a certain period brands have to decide whether to continue with same brand campaignquot she saidamp160 quotWe have the stats to prove that this campaign worksamp160 Throughout the 201718 season ThisIsWhyWePlayamp160generatedamp160over 19 billion impressions seenamp160289 million video viewsamp160andamp16094 million actions likes comments or shares all increases from 201617 amp160The hashtag was also usedamp160more than half a million times on Twitter and Instagramamp8221Click the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Video: NBA Launches Global “This Is Why We Play” Campaign

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Amy Corr

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Video: NBA Launches Global “This Is Why We Play” Campaign

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