By Barry Janoff
April 29, 2016: In this age of omni-present cell phone cameras, invasive social media tweets and texts and voyeur traditional media, pro athletes are often reticent to share moments of their private lives.
But not Kyrie Irving of the Cleveland Cavaliers and Draymond Green of the Golden State Warriors, who "granted access" to Verizon's go90 in a new marketing campaign.
Unfortunately for those seeking some dirt, the secrets uncovered are that Irving likes to fold his own laundry and Green is an expert at making PB&J sandwiches.
Verizon's go90, which launched late last year, is a social entertainment platform offering access to live and on-demand video in a social experience, including live events, prime-time TV, best-of-the-Web and original series across comedy, music, gaming, lifestyle, sports, news and entertainment.
The NBA officially aligned with Verizon this season as its wireless partner, replacing long-time partner Sprint, enabling the company to reach fans and consumers on several fronts.
That includes live out-of-marketing games, the upcoming NBA Draft and as title sponsor for the All-Star Slam Dunk event this past February.
Go90 is now reaching out to people via a more traditional method, TV spots, with All-Stars Irving and Green getting their own starring roles.
The effort supports go90's activation during the NBA Playoffs, which features highlights, recaps and unique behind-the-scenes content.
The push with Irving and Green comes on the heels of go90 unveiling the launch of "Big Papi Network," starring David Ortiz of the Boston Red Sox hosting a quasi-talk show in which he talks about and/or interviews other athletes.
The first episode, which broke this week, "Storytime With Papi: Old Man Jeter," shows the Red Sox veteran recalling the time he punk'd Derek Jeter during a game against the New York Yankees in Jeter's next-to-last season. During an at-bat, "Big Papi" faked a bunt, which caused Jeter to charge the plate from his shortstop postion, then swung away, hitting a home run. As he ran the bases, Ortiz says he said to Jeter, "I was just playing with you, Old Man."
In his spot, "Kyrie Irving Does Laundry," we find him in his laundry room, folding clothes. "The new NBA app on Verizon go90 has everything NBA," a voiceover says. "You can catch up with Kyrie Irving highlights without using data. If you want even more Kyrie, you can watch heart-pounding 90-second recaps, data-free. Still not enough Kyrie? Go90 has exclusive insider footage of Kyrie folding laundry. No data required."
In Green's spot, "Draymond Green Makes A PB&J," the Warriors star is in a kitchen, preparing a sandwich.
"With the new go90 app on Verizon, NBA fans can watch highlights to get deep inside the game," says a voiceover. "All without using data. Super-fans can get even deep access, streaming behind-the-scenes insider content. Again, no data. And for fanatics who still can't get enough NBA , we have uncut footage of Draymond Green making a sandwich, just for you. Data free."
As Green stares into the camera, the voiceover says, "Go deep. Awkwardly deep."
The campaign comes as Verizon is bolstering its go90 platform. Earlier this month, Verizon hired Chip Canter as GM of digital Entertainment and go90. Canter, who was svp-product and business development for digital distribution for NBCUniversal, "will oversee all areas of Verizon's video business, including content and distribution."
NBA Plans To go90 With Verizon
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