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.