ESPN NBA Western Conference Finals and The Playoffs

ESPN, a sports television channel, created a mobile ad unit in the US to connect with people who were on the fence about watching the NBA playoffs and finals.

Campaign details

Brand: ESPNLead agency: Starcom Worldwide/KargoRegion: North America

Objectives

ESPN's focus for their postseason campaign was to drive awareness and viewership of the 2017 NBA Western Conference Finals and NBA Finals through a creative blend of high-impact, mobile rich media. ESPN challenged Kargo with developing a creative approach that gave viewers the feeling that they were physically and emotionally part of the NBA experience. A key component of the campaign strategy was to keep each viewer focused and engaged with the ad experience, making it hard to shift their attention, mimicking the deep determination...

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