With the NBA crossing the pond once more to host the NBA Global Games at London’s O2 Arena, official brand partner, Muller Rice, wanted to drive awareness and consideration of its product through a series of immersive activations aimed at UK NBA fans.
Our Fanatic department carried out an in depth audit of the UK NBA fan base and, in doing so, discovered that their fandom was synonymous with a love of American culture, hip hop and the theatrical nature of American sport. Consequently, most fans could be characterised by what we call ‘Big Eventer’ attitudes, meaning the emphasis needed to be on connecting with fans in the live environment.
Emphasis on connecting with fans in the live environment.
This insight fed into the creation of a through-the-line campaign, which culminated in a series of dynamic, in-arena activations involving 20,000 hyped basketball fans. The moment fans stepped inside the arena, they were greeted by Mller’s hip hop DJ and MC, cutting and scratching Mller’s trademark track – ‘Rice Rice Baby’ – to ramp up the excitement pre-game. Lucky fans were treated to a special guest appearance from brand ambassador and hip hop rapping hero Tasty B, supported by the Mller Rice crew giving out samples and branded t-shirts, whilst posing for selfies. The real ‘slam dunk’ moment however, came during the third quarter, when Tasty B took to the court to perform his trademark shuffle and host a t-shirt giveaway, amidst performances from the NBA dunk team and cheerleaders from both the Indiana Pacers and Denver Nuggets. All the best moves were captured by our content team and projected onto gigantic screens inside the arena, creating an unforgettable, 360 degree brand-owned live experience.
The 2017 NBA Global Games activations were a big success for Mller, allowing the brand to connect with over 20,000 fans and distribute over 15,000 samples, as well as helping to further secure their position as a major player in European sports sponsorship. In addition, the content generated was distributed across owned, eared and shared channels and broadcast on Sky and BT Sports.