NBA Doubles-Down On Marketing To Support Season: ‘Non-Stop,’ ‘HAPPening’
Thursday, October 6, 2022 at 05:30PM By Barry Janoff
October 6, 2022: How do you follow up a massive season-long multi-platform marketing campaign for your 75th Anniversary season?
The NBA is doubling-down with two campaigns for the tip-off of 2022-23, “The Nonstop NBA” for its brand activation and “This is HAPPening” to support the new NBA App (with APP in caps for emphasis).
The campaigns come on the heels of ESPN breaking its reimagined NBA on ESPN coverage with new visuals, music and anthem spot, "It's a Beautiful Time for Basketball."
“The Non-Stop NBA” is seen from the perspective a NBA superfan named “Non-Stop” (played by actor Keyon Bowman), who takes viewers on a journey that includes current players, legends. coaches, social media influencers and a "hoops culture that is constantly evolving."
“In the NBA, what’s happening next is happening now,” according to spot.
“The Nonstop NBA” full creative goes nearly three minutes, but will also air in 30-, 15- and ten-second versions on broadcast and cable, as well as social and digital channels.
The NBA said the spot would be translated in 14 additional languages to air worldwide.
The spot shows Steph Curry of the defending champion Golden State Warriors holding the NBA trophy and stating, “No sleep til repeat.”
Among those seeking to claim the 2022-23 Larry O’Brien Championship Trophy from him are DeMar DeRozan (Chicago Bulls), Joel Embiid (Philadelphia 76ers), Paul George (LA Clippers), Tyler Herro (Miami Heat), Damian Lillard (Portland Trail Blazers) and Jayson Tatum (Boston Celtics).
The spot also features Tyronn Lue, head coach for the LA Clippers; legends Tim Hardaway Sr. and Bill Walton; and Crissa Jackson, former member of the Harlem Globetrotters and current social media influencer.
Lead agency is Translation.
Ahead of the 2022-23 season, the league has relaunched the NBA App, designed to be an “all-in-one destination for fans of every team.”
In “This Is Happening,” LaMelo Ball (Charlotte Hornets) and Jordan Poole (Warriors) showcase the NBA App’s features, including real-time highlights, behind-the-scenes access, press conferences and all-access shows.
As they explain, “If it’s HAPPening, it’s HAPPening in the NBA App.”
The spot will air across TV networks and stream on NBA social and digital platforms throughout the season.
Lead agency is Mekanism.
The 2022-23 NBA season begins Oct. 18 with a doubleheader on TNT and Oct. 19 on ESPN and NBA TV.
ESPN Reimagines NBA Visual, Music Brand
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