Some NBA sponsors are building on last year’s activation plans during this year’s NBA Finals, which are set to tip off on Thursday.
Taco Bell will again conduct its “Steal a Game, Steal a Taco” promotion that gives fans a free taco if a road team wins a game during the 2017 NBA Finals. FanDuel again is hosting the NBA Fantasy Playoffs presented by Bud Light. The winner of this daily fantasy tournament, which began with the first game of the NBA playoffs, will win a VIP experience to the NBA Finals.
“A lot of it is reflective of building off a record Finals last year,” said Kerry Tatlock, senior vice president of global partnerships for the NBA. “We are seeing a breadth of activation continue.”
The league also is seeing an increased focus on digital activation this year.
Gatorade, for example, will produce a Snapchat geo-filter that will run during the Finals. The filter will allow users to drape a virtual towel, branded with Gatorade and the Larry O’Brien Trophy, on their head and to appear to have colored beads of sweat.
“It’s a new, innovative way to activate,” Tatlock said.
Kia will extend its seasonlong social media program, “Kia Who Ya Got,” throughout the Finals. Fans will once again have the chance to win prizes by using NBA social media channels to guess which team will win each game.
SAP is rolling out an NBA Finals digital activation called the “Simple Report” where Zion Wade (Dwyane Wade’s youngest child) and Chris Paul Jr. (Chris Paul’s son) will report on current trends in the NBA and provide opinions about the Finals.
Verizon will offer NBA League Pass highlights in virtual reality in retail stores for fans to experience NBA games on VR headsets.
League sponsors to have NBA-themed spots on ABC during the Finals include Gatorade, Kia, Mountain Dew, State Farm, Taco Bell and Tissot.
AutoTrader, Tissot and Dr. Scholl’s are featuring fan sweepstakes offering the chance to attend the NBA Finals. The NBA 2K18 cover announcement of the video game also is scheduled for during the Finals.
As in past years, studios will use the Finals to promote summer releases. This year, ABC will air co-branded spots for the “Spider Man: Homecoming” movie during Finals broadcasts.
