SBD/Issue 35/Franchises

Knicks Seek To Reconnect With Fan Base With New Marketing Push

Knicks Campaign A Multiplatform Effort To
Reconnect Suffering Fans With Franchise
The Knicks are "looking to keep the fan base fired up with a major marketing push," according to Anthony Crupi of MEDIAWEEK. The new campaign is a "multiplatform effort to reconnect long-suffering Knicks supporters with the franchise." The effort, dubbed "Declare," is a "call to action, a rallying cry." A poster of Knicks F David Lee "shows him driving to the hole, an image augmented by the tag 'Declare Your Talent.'" Another poster "captures Nate Robinson fresh off a dunk, fists up at chest level, pumped," with a tagline that reads, "Declare Your Pride." The campaign will be featured in N.Y. on "subway platforms and across the local airwaves, in the dailies and on various social-media platforms." The Knicks are "pushing through on local cable, blanketing their own air (MSG, MSG Plus), while making buys on ESPN, TBS, TNT and BET." A 60-second spot begins with a "panoramic view of the Manhattan skyline, before cutting to crowd shots, playground ball and an overhead shot" of Madison Square Garden. Actor Ed Burns "handles the voiceover." A 30-second version of the spot is also in rotation, and after a "month-long cycle, a new commercial will debut on or around Dec. 1." One new "wrinkle will allow fans to make their own declarations, by way of Facebook, Twitter and Knicks.com." The team "will solicit user-generated video submissions, allowing the voluble fan base to share their vision." Crupi noted the team to date has sold "2,500 new season-ticket packages," up 67% from this time last year. The team has also signed "30 new sponsors," including Time Warner Cable and Burger King (MEDIAWEEK.com, 10/29).

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