With the objective to grow the league’s fan base in India, NBA’s latest marketing campaign #NBAEkGameChallenge for the 2019-2020 season aims to recruit new fans.
The NBA campaign opens in the living room of a fan watching a game and just after a slam dunk by LeBron James, the fan then throws open the #EkGameChallenge to everyone who has never watched an NBA game. The film shows NBA fans showcasing their love for the game, by building a feeling of missing-out among non-fans who are not watching the game.
The NBA has curated multiple short-format content pieces of the best dunks and buzzer-beaters, among other videos to give fans a taste of the game where they can explore different facets of the league on NBAEKGameChallenge.com. The six-week-long NBA campaign will engage with fans across the country through a mass media outreach leveraging digital and social media platforms and driving people to sample an NBA game available on SONY TEN1 & NBA League Pass.
The brand recruits new fans in the campaign through the existing fan community who serve as the league’s biggest evangelist
Fans in India can follow the NBA on Facebook, Twitter, Instagram, Tik Tok, use #NBAEkGameChallenge and discover NBA game content on NBAEkGameChallenge.com