NBA Playoff season sparks national brand activations » Media in Canada

NBA Playoff season sparks national brand activations

Canadian activations range from prize packs to flights to rub shoulders with players at the NBA Awards.
basketballShutterstock

It’s NBA Playoff season and brand activations are in full swing from sponsors.

As partner of the NBA Awards show in Canada, PepsiCo’s beverage and food brands Mountain Dew and Doritos wanted Canada’s 13 million NBA fans to get their heads in the game.

For the brands’ Playoff activation, PepsiCo and the NBA gave fans across the country the chance to win a trip to the awards by purchasing specially marked Mountain Dew and Doritos products. The promotion includes a TV spot produced by Bokeh Collective, POS marketing, digital advertising, and a sweepstakes microsite build by Elite Marketing.

Meanwhile, tire manufacturer and NBA partner Kumho launched its very first NBA retail incentive program with digital marketing assets that highlight the similarities between its set of tires and members of the NBA. The program, which runs from April to June 2018 at 300 OKTire locations across Canada, includes custom basketballs, in-store POS promotion and ads produced by Jump In Marketing running on NBA.com. (Jump In Marketing produced the digital ads for all NBA partner activations running on NBA.com.)

KFC is also showing off its NBA pride by running a month-long promotion that gives Ontario-based customers the chance to win a drawstring bag supplied by Genumark, emblazoned with one of 12 team logos when they place a delivery order online.

And finally, Molson is also getting in on the action by offering Firkin Group of Pubs customers the chance to win tickets to Game 1 of the Finals when they order a pint of Coors Light during the NBA Playoffs. The promotion is running on social, as well as in a TV spot produced by Molson-brewed Miller Genuine Draft (MGD) and the NBA.

The NBA has a total of 1.5 billion social followers globally across all league, team, and player platforms. According to Google Trends, basketball is the most-watched sport on YouTube in Canada, with Twitter reporting that 50% of the site’s Canadian users are NBA fans.

The NBA Playoffs run from April 14 to June 17, 2018.