By Barry Janoff
October 22, 2013: Pepsi, McDonald's, adidas, Miller Lite and Papa John's are among the marketers that are activating behind Heat Week, which will usher in the NBA 2013-14 season and the two-time defending league champion Miami Heat's quest for a third consecutive title.
Heat Week, which encompasses virtually all of South Florida, will run through Oct. 29, when LeBron James, Dwyane Wade, Chris Bosh and the other members of the Heat open the NBA season at home in AmericanAirlines Arena against Derek Rose and the Chicago Bulls.
The team said it would host a different event each day to "generate enthusiasm amongst Heat fans locally and around the world." During Heat Week, title sponsored by Pepsi, the "festivities will activate Heat fans in a variety of exciting ways including various unique events and opportunities to feel the Heat experience live."
The team is supporting with Internet, mobile, and social media destinations including Twitter and Facebook.
Heat Week Presented by Pepsi began Sunday (Oct. 20) when the Heat hosted its eighth annual Hispanic Heritage Month Celebration presented by Pepsi, which was supported by Florida Blue and Fox Sun Sports, the team's regional home network.
On Monday, people who went to the team's AmericanAirlines Arena received (while supplies lasted) free team gear and cans of Kickstart by Mountain Dew.
During the remainder of the week, the Heat and marketing partners will be at select locations to give away team-related goodies, oversee Happy Hours at restaurants participate in other activations, including on Oct. 28 the "takeover" of a McDonald's in Hollywood.
On Oct. 26, team representatives will be at the New World Symphony/SoundScape Park in Miami Beach for a "wall cast" of Together We Rise, a HeaTV original documentary, narrated by former Heat star Alonzo Mourning. It follows Miami's 2012-13 season from pre-season visits to Beijing and Shanghai through the 27-game winning streak and culminating with the NBA championship. It also will air on Fox Sun Sports as part of Heat Week programming.
Sun Sports also commissioned PrimeTime Amusements to build larger-than-life Styrofoam versions of James, Wade and Bosh — reaching 18-, 16- and 20-feet — to support its Heat Week programming. The statues are being displayed at various public locations throughout the week. (Full details here.)
There will also be actual basketball games: A pre-season match-up against the Brooklyn Nets on Oct. 25 and the season opener on Oct. 26 when the Heat players will receive their championship rings and watch the NBA title banner raised in AmericanAirlines Arena. That night, adidas will supply the Heat with special "championship ring ceremony" track jackets, which James, Wade, Bosh, Ray Allen and other players will wear on-court during a pre-game ceremony. Adidas said the collection also includes jerseys, T-shirts and hats.