Case Study

Go Big, Go NBA

Tamika Catchings with Carlos Boracco at Jr. NBA Clinic - Andheri(e)-min

THE CHALLENGE

Based on research, NBA in India was aware that interest in basketball was strong in schools, but dwindled in early adulthood. Intrigued by this finding, NBA conducted qualitative interviews and landed on an important insight – unlike cricket, basketball in India did not have a strong ecosystem and this made the game, both, unrelatable and inaccessible. Aspiring athletes had no Indian role models, and no national association that provided a definite career path in the sport. To get Indians to play basketball, NBA would have to create an ecosystem and promote the sport of basketball to be able to promote itself.

THE IDEA

Go Big, Go NBA broke the target down into two cohorts (kids who wanted to play basketball professionally and people who just wanted to stay fans) and smartly reached out to them according to their needs. Using targeted tactics, NBA consolidated its outreach programs into one big umbrella and provided a clear line of engagement at all stages of a child's life (to induce the game of basketball) and into early adulthood (when they are most likely to turn pro or stay fans.) The basketball lifecycle in India was communicated by Indian heroes (either athletes of Indian origin or Indian super-fan.) across several grassroots events including training camps, college festivals, and even a talent hunt to and the next Indian basketball star!
Using public relations, consumer engagement, influencer engagement, on-ground events and digital amplification, the Go Big Go NBA campaign effectively communicated NBA’s grand plans and rock-solid commitment to grow the game of basketball in India; and reiterated NBA’s journey to becoming the second most popular game in India.

THE IMPACT

The campaign changed the perception about NBA being accessible through considerable growth in social media reach on Facebook, Twitter and Instagram. It also raised awareness among Indians of basketball as a sport that has a definite career path and witnessed an increase in participation.



Awards Won - 3

Sabre South Asia Awards 2016
  • Two Certificates of Excellence


Fulcrum Awards 2016
  • Genesis Burson-Marsteller along with Wordswork won the Technique Award - National Basketball Association Pvt Ltd India for Go Big Go NBA