Spike TV Gives Basketball Fans Permanent Brands
Kenneth Briodagh | Tuesday, October 16, 2012
To promote the new season of tattoo artist competition show “Ink Masters,” Spike TV is giving Brooklyn Nets basketball fans free team tattoos at five home games this fall at the new Barclays Center arena. The campaign kicked off on Oct. 6 at the Jay-Z concert at the new arena, and will activate at five more Nets games throughout November.
The strategy is designed to tap into the team's fan base in Brooklyn to build buzz and drive viewership for the show. The network wanted to give some love to local tattoo shop Sacred Tattoo, which will provide several artists for the events. Brand ambassadors, who are Inked Magazine models, will invite fans to come over and get inked, or (if they're chicken) get a temporary tattoo. They will also hand out tune-in cards.
“We wanted to do something to activate the Barclay's partnership that had more impact than signage. This is fun for the fans, and it ties into our brand and the program. ” Niels Schuurmans, evp-marketing and creative at Spike, told Buzz. “We're encouraging anyone to take photos of the tattoos and post them online and on social media. One of the measures of success will be if this takes off on Twitter and Instagram.” Agency: Scout, New York City.
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