Billions around the world enjoy the NBA on a daily basis, with the sport at the forefront of tech, fan engagement and innovation. Our relationship began with a project to assist the New York office in creating an international product strategy.
This quest to promote the sport globally led us to provide strategic advice to the EMEA office. We developed a social media roadmap for five core markets (UK, Spain, Italy, Turkey and France) based on data analysis and insight. We now manage 10 NBA EMEA social media channels, writing weekly content plans, running the community management, producing localised video and graphic content taking into consideration cultural differences of each market.
The results have led to significant increases in fan engagement with an 87% YOY increase in Facebook and Twitter video views and a 40% increase in minutes watched.
— NBA UK (@NBAUK) August 10, 2017
Seven League have also developed and executed the #MyNBAstory campaign with the NBA as part of the “This Is Why We Play” global initiative. This fan-focused UGC campaign covering the UK, Germany and Spain encouraged fans to share their basketball stories via social media, with three finalists winning once-in-a-lifetime trip to NBA All-Star 2017 in New Orleans. Seven League devised a localised content plan for each market to engage core fans, creating graphic, GIF and video content which encourage advocacy and amplified the campaign. #MyNBAstory exceeded the campaign targets for the number of engagements, reach and video views.
Other work with the NBA includes examining how digital content and channels can be commercialised in terms of League Pass promotion and evaluating digital content that could create incremental sponsorship revenue, as well as a review of the Spanish NBA content landscape to determine impact and opportunities for the NBA.