This Is Why We Play Christmas Canvas Ad 2017

December 2017


In 2015, the NBA launched a new brand platform, “This Is Why We Play”. The platform has returned for the 2016-17 season, and is representative of the NBA’s brand promise to compete with intensity, lead with integrity, and inspire play. Christmas Day is one of the most important days to the NBA, featuring five nationally-televised games.

The objectives of this execution were to excite and energize our fanbase for 2017 Christmas Day, remind fans that the NBA and Christmas are synonymous with one another, and ultimately to break through the social media advertising clutter around the holidays.

Strategically, we increased engagements by broadening investment into new ad units, notably the Facebook canvas ad to promote tune-in matchups on Christmas Day.

Chief Marketing Officer: Pam El
Content Production: Paul Hirschheimer
Social and Digital Content: Bob Carney, Kevin Scheitrum, Rina Prelvukaj
Editor: James Johnson
Social and Digital Content: Adam Fedorko, Ashley Atwell, Anthony Oliva
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