ESPN’s Multimedia NBA Finals Marketing Campaign “Elevated Moments” to Launch May 25
Creative Starring NBA Greats Past and Present; LED Displays in Six Regions
ESPN’s 2009 NBA Finals multimedia marketing campaign titled “Elevated Moments” will launch Monday, May 25, rolling out over the course of two weeks. Aimed at reminding sports fans of great moments and players from NBA Finals past and present to elevate the drama and excitement of the 2009 Finals, the campaign developed by ESPN and Goodby, Silverstein and Partners, in conjunction with the NBA, will have extensive digital and out-of-home executions in addition to TV, radio, and print support. The NBA Finals on ABC will begin Thursday, June 4.
Jeff Gonyo, ESPN’s senior director, sports marketing said, “We showcase the grandness of the NBA Finals on ABC by paying homage to historic moments and legends while asking fans the question ‘what game and which individual will demonstrate “amazing” next on this ultimate stage?'”
The campaign’s chief multimedia creative element titled “Evolution” displays a photo sequence of NBA greats Bill Russell, Kareem Abdul-Jabbar, Larry Bird, Magic Johnson, Michael Jordan, Shaquille O’Neal and Kevin Garnett in various stages of a dunk from past Finals appearances. The creative will appear as a print ad in ESPN the Magazine as well as an interactive banner (beginning June 1) on ESPN.com and other major sports sites where fans can click on each featured player to hear audio from the corresponding NBA Finals game. Video will be added to the audio starting June 4 when “Evolution” does a complete takeover of YouTube’s homepage and offers fans the opportunity to vote on “Where Will Amazing Happen This Year?” between the two Finals teams. Additionally, for the first time for an ESPN campaign, the creative will appear on digital billboards in more than one location: Atlanta, Detroit, Los Angeles, New Jersey and Philadelphia, and on digital bus kings and subway platforms in Chicago – also a first. The digital ads will display scores in real time during each Finals game.
The TV portion of the campaign will continue the theme of the playoffs spots by showcasing great moments but with a historic Finals twist. Two new :30 TV spots will begin their run on ESPN May 25 with Magic Johnson’s iconic sky hook shot in Game 4 of the 1987 NBA Finals that gave the Lakers a 107-106 victory over the Celtics, and Dr. J’s baseline leaping bucket during the 1980 NBA Finals that helped the 76ers beat the Lakers 105-102. Topical ESPN Radio spots will run in the top 10 NBA markets throughout the Finals.