ESPN’s NBA Road Show Gains Traction - Event Marketer

ESPN’s NBA Road Show Gains Traction

Now in its second year on the road the NBA on ESPN RV Tour will double its reach from 20 games to 40 games to promote ESPN and ABC’s expanded coverage of the NBA season. Games are broadcast on Wednesday and Friday on ESPN and starting in January on ABC on Sundays.

The branded RV invites basketball fans to stop by on the way into NBA games for free throw contests free swag like rally towels mini hoops and personalized cheer cards plus a chance to hang out inside the RV—a tie-in to ESPN’s television ads. Consumers can also play skills challenges on a regulation-size hoop hoisted on the back of the RV or jump behind the desk of an ESPN studio set and have a digital photo taken. New this year an eight foot LED sports ticker installed on top of the RV featuring real time scores and NBA news an additional full-size basketball hoop for dribbling and passing skills challenges a kid-sized hoop a vertical jump measurement competition and a shoe size board to compare sneaker sizes with some of the ESPN personalities and NBA All-Stars. Research revealed that NBA fans are tech-savvy so ESPN also enhanced its online presence to include videos featuring players and talent doing humorous behind-the-scenes antics in and around the RV (yournbadestination.com).

The tour is designed to remind fans where to tune in for NBA coverage but also to help fans connect the NBA with ESPN’s on-air personalities and players like Mike Breen Stewart Scott Bill Walton and in 2009 new faces like Magic Johnson and Avery Johnson.

“ESPN cares about the NBA and we’re not just there talking about it because it’s another sport ” Allison Fairley associate marketing manager at ESPN told Buzz. “It’s really part of who we are. Our talent really care about the NBA and the players and teams and what’s happening and that shows from the investment we’ve made from a marketing perspective. Hopefully…[consumers] walk away having fun and really seeing that ESPN is not just TV—that we can really bring it to them at a local level.”

The RV’s first stop this year was Oct. 29 in Los Angeles. It will be on the road through the end of April. Agency: Revolution Chicago.

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