ESPN x NBA
YOU SEEING THIS?

CAMPAIGN
TVC / SOCIAL / EXPERIENTIAL 

AWARDS
Cannes Lions
Gold - Use of Intergrated Media
Silver - Media Leisure
Bronze - Sport Distribution
Shortlist - Sport Fan Engagement
Shortlist - Media Use of Digital Platforms

Clios
Grand / Gold - Digital / Mobile
Gold - Social Media Platform
Silver - Direct Social Media
Silver - Partnerships, Sponsorships + Collaborations

David Ogilvy Award - Silver - Changing Consumer Behavior
Webby Award - Honoree - Real Time Response Campaign
AICP Next Awards- Shortlist

Live sports and entertainment ratings have been in decline for years. During the 2017–2018 NBA season, the average basketball fan watched only seven games. Our challenge was to buck this trend and boost tune-in for the 2018 NBA playoffs and finals, especially among younger fans.

To do this, we launched a FOMO-inducing real-time campaign: “You Seeing This?” caught young fans when their attention was elsewhere and lured them to live games with tantalizing real-time action. The campaign helped to boost NBA ratings by a massive 70% compared with the previous year—exceeding projections by 40%.

CASE STUDY


AIR DROP EXPERIENTIAL 


STILLS