TNT Tips Off 2010 NBA Playoffs with Robust Marketing Campaign as Teams Prepare to ‘Win or Go Home’
Network to Utilize Online, Print, Radio and Out-of-Home Assets as well as a Regal Cinemas Spot Featuring Superstars Jamie Foxx and Justin Timberlake
Turner Network Television (TNT) announced today its 2010 NBA Playoffs marketing campaign to promote the network’s ‘Win or Go Home’ NBA playoff action that begins Sunday, April 18 and includes exclusive coverage of the Western Conference Finals. The campaign will utilize extensive placements across online, out-of-home, print and radio, as well as a promotional spot appearing in Regal Cinemas featuring Grammy award-winning musician and Oscar winner Jamie Foxx and two-time Emmy award winner and six-time Grammy award-winning artist Justin Timberlake. The Regal Cinemas campaign will begin on Friday, April 2 with the 2:30 spot appearing in more than 1,200 theaters on nearly 16,000 screens across the country.
From the big screen to the computer screen, TNT will have a major presence on the social media site Facebook through ads, the NBA on TNT Facebook page, complete with polls and the opportunity to win prizes, and a new branded game called Playoff Picks: Win or Go Home. The game, the first of its kind for Turner Sports, allows fans to compete against their friends to predict the outcomes of various stat categories and will earn points based on their accuracy after the playoff games conclude. Additional online marketing components will include daily videos on the NBA YouTube channel, a take-over on Yahoo! Sports’ home page on Wednesday, May 19 and ads posted on sites including NBA.com, SI.com and Yahoo! Sports.
“The NBA Playoffs is the most critical and exciting time of the NBA season and we believe that our creative spots across multiple platforms will undoubtedly resonate with fans and remind them where they can watch their favorite teams ‘win or go home,’” said Christina Miller, senior vice president of Turner Sports strategy/marketing/promotions and Cartoon Network Enterprises.
Rounding out the network’s multiplatform marketing campaign are print advertisements in Playboy, with a back-page spread, USA Today and Hoop, and digital billboards with topical tune-in messages in Western Conference cities Dallas and Los Angeles and in the East in Cleveland and Orlando. In addition, sports talk radio DJ endorsements will air in Dallas, Denver, Los Angeles, Phoenix and San Antonio in the West and Atlanta, Cleveland, Miami, Milwaukee and Orlando in the East. Finally, spot broadcast ads will run in Cleveland, Dallas, Denver, Los Angeles and Orlando as well as across the Turner-owned networks including TNT, TBS, CNN and truTV.
Turner Sports, a division of Turner Broadcasting System, Inc., presents some of the best and most popular sporting events worldwide and is a leader in televised and online sports programming. With events airing on TBS and TNT, Turner Sports’ line-up includes NASCAR and NASCAR.COM, the NBA, Major League Baseball, professional golf, PGATOUR.COM and PGA.com. Turner Sports and the NBA also jointly manage NBA Digital, which includes NBA TV, NBA.com, NBA LEAGUE PASS, NBA LEAGUE PASS Broadband, NBA Mobile, NBADLEAGUE.com and WNBA.com.
TNT, one of cable’s top-rated networks, is television’s destination for drama and home to such original series as the acclaimed and highly popular detective drama The Closer, starring Kyra Sedgwick; Men of a Certain Age, with Ray Romano; Saving Grace, starring Holly Hunter; HawthoRNe, with Jada Pinkett Smith; Leverage, starring Timothy Hutton; and Dark Blue, starring Dylan McDermott; as well as the newly acquired Southland, from ER creator John Wells. TNT also presents such powerful dramas as Bones, CSI: NY and Numb3rs; broadcast premiere movies; compelling primetime specials, such as the Screen Actors Guild Awards®; and championship sports coverage, including NASCAR and the NBA. TNT is available in high-definition.
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.