In recent years, the NBA has become well-known for its liberal approach to digital media. “Content everywhere,” with minimal restrictions, is the general foundation of the league’s digital content policies.
And that approach is paying off. Meaningful engagement with a large global fan base has led to a record-setting 2015-16 regular season for the league’s digital channels, as well as its ticket sales and tune-in.
But it doesn’t end there – piggybacking off of regular season’s success and leveraging the emotional highs and lows of playoffs is critical for the league, its teams and its players. There is no better opportunity than these high-stake match-ups to go deep on storylines and big on content.
Here are 5 prime examples of how they’re doing it on social media. And doing it well (Cue the LL Cool J).
Image source: http://www.nba.com/cavaliers/releases/vr-160504
1. The Cavs and Budweiser —VR Videos and Headset
What they did:
The Cleveland Cavs partnered with Budweiser to create and distribute exclusive virtual reality (VR) videos via the team’s mobile app, as well as in the arena. This made the Cavs the first team to build native VR into their app. They’re also one of the only teams in the NBA to offer exclusive VR content, specifically built for the game day experience.
Why it’s a slam dunk:
With headsets finally in the hands of the average consumer, VR is quickly becoming more than just a PR gimmick. While buzz around the initiative’s futuristic nature (and the cutesy cardboard headset-slash-beer-carrier) is still extremely appealing to the Cavs, this type of content is also adding real value to the fan’s game day experience.
Key takeaway:
The Cavs dipped their toe in the VR water—with great execution. Expect much more to come from the Cavs and other NBA influencers, as sports teams continue to see tangible value in this emerging tech as a huge fan engagement tool.
2. NBA Playmakers
What they did:
The league used the momentum of the playoffs to launch an exciting new initiative that brings together NBA content with YouTube creators. Done via a partnership with Broadband TV (the world’s largest online video network with over 76,000 creators), the NBA encourages the production of high-quality fan/influencer content in exchange for access to footage, perks and rewards.
Why it’s a slam dunk:
Every sports organization knows they have great creators hiding in their fan base — the tricky part is engaging this network at scale. Partnering with BBTV is highly strategic on the league’s part. By leveraging their own existing resources (highlight footage, press passes, etc.), the NBA is building an army of talented creators at a massive discount. These semi-professional YouTubers will develop authentic, high-quality content that will engage younger audiences in ways the NBA could never do on their own.
Key takeaway:
This is a perfect example of how a laissez-faire approach to digital content can take fan engagement to the next level. The NBA understands that whether they like it or not, influential fans wield massive power over their brand’s digital perception. Why battle fans to take over the conversation when you can get them playing on your team instead? Smart move.
3. Stars, They’re Just Like Us: Steph Curry on Mother’s Day
What they did:
Steph took time to recognize his wife on Twitter; he also released a special Under Armour shoe design dedicated to his mother, paying tribute to moms on Mother’s Day.
Happy Mother’s Day to my beautiful wife @ayeshacurry. I marvel every day at how much you do for our family … pic.twitter.com/x8MLmO2bRj
— Stephen Curry (@StephenCurry30) May 8, 2016
Why it’s a slam dunk:
Steph’s very personal tweet and special shoe were two small examples of how he creates a powerful human connection with Dub Nation as one of the league’s largest influencers. These moments serve as constant reminders that despite being superhuman on the court, Steph’s just a real guy with a real family.
Key takeaway:
Transitioning the focus from “Steph the MVP” to “Steph the Human” forges a deeper relationship between an athlete and his/her fans, building a long-lasting loyalty. For all of the disappointing moments that will inevitably pop up throughout an athlete’s career, this type of relationship is essential.
4. The “Crying Jordan” Scoreboard
What they did:
Crying Jordan has been taking the sports world by storm — and the NBA Playoffs only magnified the effect. From heavy usage in Snapchat’s Face Swap feature to fake documentaries of the meme’s origins, Michael’s teary eyes seemed impossible to avoid.
The Atlanta Hawks, always pushing the boundaries of brand voice in social, jumped right in on the action. They replaced the team’s half-time score with Jordan’s sobbing visage during a particularly brutal Cavs match-up, and it was quickly picked up by national media.
Why it’s a slam dunk:
Despite their frustration with the game itself, fans had an immensely positive reaction to this clever “stunt.” This let fans know that the organization was just as pained by the loss as anyone who was cheering them on — and fans appreciated the commiseration. Even more, Hawks fans respected the brand’s voice staying true to itself, maintaining its well-known sense of humor and pop culture relevance, rather than sticking its head in the sand.
Key takeaway:
In fairness, this approach definitely isn’t for everyone. The Hawks are one of very few teams that can pull off this type of snarky reaction to a bad performance on the court. However, there is a larger strategic takeaway here: silence isn’t the only option in the face of defeat.
5. NBA TV Connect Four Live Video
What they did:
NBA TV live streamed a game of Connect Four between Rajon Rondo and Isiah Thomas. Yes, seriously.
Why it’s a slam dunk:
NBA Playoffs go on for quite some time, and the massive volume of content that’s produced by the league can’t be all basketball, 24/7, without it getting a bit stale. NBA TV took a calculated risk, breaking away from playoff content to leverage a little star power and a new, highly compelling format in Facebook Live. The result was engaging content that was not only relevant for fans, but also added variety to the playoff narrative. It worked – the video quickly racked up 1M+ views and thousands of comments in a week’s time.
Key takeaway:
Even the most hardcore fans can use some variety, so a little relief from the intensity of the game is refreshing. All the better if it’s an opportunity to take advantage of a new platform feature like Facebook Live, which is likely to draw massive reach and garner media buzz.
With so many “wins” on the social court this season, we should continue to expect more from the NBA, a digital powerhouse. Stay tuned for more action, engagement and emotionally-driven content from the league’s most dedicated fans.
This was a guest post by Diana Klochkova, VP of Digital Strategy and Analytics at Rebel Ventures. During her time at Rebel, Diana has been imperative to the digital growth of some of Rebel’s most well-respected clients (Chicago Bulls and Real Madrid—to name a few.).