ESPN x NBA | IF
CAMPAIGN
SOCIAL 

AWARDS
Clio Awards - Bronze - Social Media 
Clio Awards - Shortlist - Partnerships
One Show Shortlist Direct Marketing: Social Media Campaign
Webby Award - Honoree - Social Media Campaign

Research with casual fans informed us that an expected three-peat Warriors run was decreasing viewership motivation.

But these perceptions were based on a hangover from previous seasons.

Hardcore fans told us that the Warriors actually looked vulnerable. And the stats proved it.

We then noticed a pattern in how fans were expressing doubt...

“If the Raptors and Warriors meet in the finals, Toronto can win.”

Our plan was to amplify this one word and weaponize it to further stoke doubt, based on the insight that the feeling something unpredictable might happen makes the game too irresistible to ignore.

CASE STUDY
STILLS