The National Basketball Association (NBA): 2021 NBA All-Star Game Campaign

The National Basketball Association (NBA), a professional basketball league, launched a campaign in the US to educate viewers on the game and excite them to tune in to a brand-new NBA All-Star experience.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

For the first time, the NBA All-Star Game, Slam Dunk & Three-Point Contests, and Skills Competition all took place on the same night, when in years past it was a weekend-long affair. Moreover, this year's NBA All-Star Game was not available for fans to attend in-person, making it a television- only event due to the ongoing effects of the COVID-19 pandemic. Studies show that no fans could mean lack of game-time energy, per 26% of fans, suggesting fans will turn to social for camaraderie, which is where...

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