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Boston Celtics Are 'Reloaded' To Reclaim NBA Championship Crown

Paul Pierce in first 'Reloaded' TV spot.October 27, 2009: Following their championship run in 2007-08, the Boston Celtics did not live out their quest to win back-to-back NBA titles last season, due in large part to an injury to Kevin Garnett that kept him out of 25 regular season games and severely curtailed his post-season productivity.

But Garnett and the Celtics now say the are reloaded and ready to recapture the franchise's 18th NBA title, and have translated that attitude into a new marketing effort, aptly titled "Reloaded." The regional campaign breaks this week to coincide with the 2009-10 season via TV, radio, digital, print, out of home and in-game activities at TD Garden. Lead agency is Allen & Gerritsen, Watertown, Mass., the team's long-time agency of record.

The first "Reloaded" TV spot will air early in the season, with new spots in development showcasing the Celtics' behind the scenes, preparing for games. The lead spot features black-and-white photos of Garnett, Paul Pierce, Ray Allen, Rajon Rando, Eddie House, head coach Doc Rivers and other members of the team whose images are superimposed with such words as "revitalized," "reboot," "reverberate," "responsible," "rewrite" and "reloaded." The is played out to an intense, building drum beat that culminates with a closing shot of an intense Garnett as we hear behind him the Celtics' pre-game "Mobutu" chant led by Pierce.

The initial marketing still contains Glen 'Big Baby' Davis, who broke his thumb this past weekend in an alleged fight with a friend and is expected to miss a still undetermined amount of playing time.

'Reloaded' captures how Kevin Garnett and the Celtics feel about winning another NBA championship."'Reloaded' captures exactly how the Celtics players and coaches feel about this season," Shawn Sullivan, CMO of the Boston Celtics, said in a statement.  "The campaign demonstrates the attitude and energy of the entire team as we drive for another championship."

The Celtics also have launched an interactive Facebook application for fans, “3-Point Play," as part of the team’s broader online marketing strategy, which has attracted more than 430,000 followers. The app, from interactive agency Molecular, Watertown, Mass., features a game in which fans compete against their Facebook friends and Celtics fans from around the world, challenging each other to accurately predict the statistical output of their favorite players each game by points, rebounds and assists. Prizes are awarded throughout the season, with top winners competing for playoff tickets.

"Celtics fans are following the team in large numbers on Facebook, and '3-Point Play' allows us to bring something new to them as the season begins," said Sullivan. "At the same time, the power of social media will allow us to capture key information that enables us to enhance and grow our fan interactions online."

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