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. In October 2018 we launched @NBAEurope on Instagram, reaching 118,000 followers in just four months.
— NBA UK (@NBAUK) August 10, 2017
Seven League have created a clear direction for content, with noticeable success for every brief we’ve faced. To increase primetime TV ratings, we deliver over 300 pieces of unique and fully localised paid and organic content each week. To support the launch of a new line of merchandise, we created ‘Jersey Week’ on the regional Twitter accounts, where fans could vote for their favourite jersey of all time in a tournament format. Each asset was connected to the store for fans to buy merchandise, driving nine million impressions and a 17% upturn in sales.
To educate the casual NBA fan in Europe, we created explainer ‘101’ videos. These social-first, mobile-friendly videos look to explain and explore key events in the NBA calendar. The videos often reach over 1million views and have often been used by NBA partners, other markets and TV broadcasters alike. One NBA goal is collecting data, we’ve repeatedly set records for the ability to use social media to drive registrations. For two successive NBA London global games, we’ve broken targets for register your interest campaigns. For the recent NBA All-Star fan vote campaign encouraging fans to back their favourite players, our combined efforts with the NBA EME office ensured that Europe was the second market for global performance.
Other work with the NBA includes a review of the Spanish NBA content landscape, examining how digital content and channels can be commercialised, and evaluating digital content to create sponsorship revenue.
It's a date that has been circled on the calendars of every @NBAUK fan.
— Seven League (@7League) January 17, 2019