TNT Tips Off Multimedia Marketing Campaign Behind NBA Playoffs4/01/2010 10:45 AM Eastern
With the jockeying for playoff positioning in full tilt, TNT will tip off its marketing campaign touting the National Basketball Association playoffs.
The "Win or Go Home" theme will be promulgated across an array of media, including placements across online, out-of-home, print and radio. Coming off the best postseason in its 25 years with the pro basketball league from a Nielsen perspective in 2009, TNT begins its 2010 playoff coverage on April 18, culminating with its exclusive presentation of the Western Conference Finals.
There also will be an assist from a promo spot appearing in Regal Cinemas, showcasing Grammy award-winning musician and Oscar winner Jamie Foxx and two-time Emmy award winner and six-time Grammy award-winning artist Justin Timberlake. The Regal Cinemas campaign will begin April 2, with the 2:30 spot appearing in more than 1,200 theaters on nearly 16,000 screens across the nation.
The "drama network" will have a major presence on the social media site Facebook through ads, the NBA on TNT Facebook page, complete with polls and the opportunity to win prizes, and a new branded game called Playoff Picks: Win or Go Home. The game, the first of its kind for Turner Sports, allows fans to compete against their friends to predict the outcomes of various stat categories and will earn points based on their accuracy after the playoff games conclude.
Additional online marketing components will extend to daily videos on the NBA YouTube channel, a take-over on Yahoo! Sports' home page on May 19 and ads posted on sites including NBA.com, SI.com and Yahoo! Sports.
On the print side, there will be ads in Playboy, USA Today and Hoop, while digital billboards will display topical tune-in messages in Western Conference cities Dallas and Los Angeles and in the East in Cleveland and Orlando. Sports talk radio DJ endorsements will air in Dallas, Denver, Los Angeles, Phoenix, San Antonio, Atlanta, Cleveland, Miami, Milwaukee and Orlando.
Finally, spot broadcast ads will run in Cleveland, Dallas, Denver, Los Angeles and Orlando, as well as across the Turner-owned networks including TNT, TBS, CNN and TruTV.
"The NBA playoffs is the most critical and exciting time of the NBA season and we believe that our creative spots across multiple platforms will undoubtedly resonate with fans and remind them where they can watch their favorite teams ‘win or go home,'" said Christina Miller, senior vice president of Turner Sports strategy/marketing/promotions and Cartoon Network Enterprises.
Turner Sports declined to comment on the value of the multipronged marketing campaign