Entrant Company: NBA
This activation demonstrated the growing potential to nurture and develop unique communities around very specific facets of our game, like player footwear. From there, we can better tailor our content to serve those communities with the content they care about most.
This activation is inspiring in two key ways: it motivates other publishers to better understand their audience to find these connected fan segments and also demonstrates how to incorporate social into the fabric of an event. The @NBAKicks content capture was integrated essentially into the run-of-show of NBA All-Star 2019 and it became a focal point of social conversation throughout the week.