If you are an NBA fan, there is no doubt these marketing campaigns spark nostalgic feelings and perhaps back in the day motivated you to play a game of pickup basketball.
For the NBA, these successful campaigns translated into revenue growth, increased television viewership, and strong brand equity; their simplistic creativity connected the NBA’s loyal fan base to professional basketball’s biggest stars.
Now the question remains, will the league strike marketing gold with its“BIG” campaign?
On the heels of the 2011 lockout, the NBA announced “BIG Things Are Coming.” The league carried the campaign into the 2012-2013 season by producing memorable 30 second videos (Royalty is BIG, Family is BIG,and Unbelievable is BIG) featuring Spike Lee, Kevin Durant and his mother Wanda Pratt, Chris Paul, Magic Johnson, and Steve Nash.
The NBA’s fourth and final spot of the 2012-2013 BIG regular season campaign (Together is BIG) goes national today. The ad makes a comedic comparison between the Milwaukee Bucks’ backcourt stars Brandon Jennings and Monta Ellis to the ‘70s TV icons Laverne & Shirley.
With a feminine twist, the spot highlights Jennings and Ellis’ spectacular moments of the season—all set to the tune of the Laverne & Shirley theme song, “Make Our Dreams Come True.” According the NBA, the ad is designed to “embody the hard work and team spirit that has come to define the City of Milwaukee and the Bucks style of basketball.”
What do you think? Does the NBA’s latest advertising campaign score with fans?