NBA In-Season Tournament Courts Reveal on X
The 6th Annual Awards
- Bes Use of X
ABOUT THIS ENTRY
The first-ever NBA In-Season Tournament brought new courts, new rules and new stakes to the NBA season. On X, we developed a strategy focused on how to best engage and educate fans about this new event. Creativity and innovation were at the forefront as we leveraged a variety of media, copy and platform tools to raise awareness.
How does this represent “Excellence in Engagement”?
The NBA continues to innovate and develop creative ways to reach its community of fans on social media. The NBA In-Season Tournament Courts Reveal represents excellence in engagement and challenges the industry forward by leveraging X platform tools to build hype over a multi-day span.
Objective
As a first-of-its-kind competition for the league, we had to identify creative ways to raise awareness on social platforms and promote tune-in to the NBA In-Season Tournament.
The NBA unveiled official courts that the teams would play on throughout the Tournament, which featured unique designs to underscore the implications and significance of these games.
The league leaned into social media—particularly X—to introduce the courts and spark conversation among fans. We led the conversation on X in three parts. First, we built awareness of the court unveilings by teasing an announcement. Then, through visually stunning graphics and video, we rolled those out to over 45 million followers. Lastly, we leveraged our biggest stars who shared their reactions with fans.
Strategy & Execution
The NBA In-Season Tournament featured unique, visually-dynamic courts for all 30 teams and we first launched them in detail with our audience on X.
The first component of the strategy consisted of a series of posts featuring colors from each of the 30 courts with clever copy - hinting at what’s to come. Additionally, we shared short teaser videos showcasing players who appeared surprised as they looked at a photo.
We then unveiled each court individually utilizing an X thread where fans could look at each of them in detail—generating buzz and excitement.
Finally, we tapped into extended teaser videos starring NBA players who displayed their excitement.
This rollout drove awareness and tune-in promotion for the NBA In-Season Tournament.
Organizations
- NBA
Links
Credits
Ashley Atwell
Associate Vice President, Social and Emerging Media
NBA
Bob Carney
Senior Vice President, Social and Digital Content
NBA
Justin D'Apolito
Director, Social Content
NBA
Simon Cherin-Gordon
Manager, Social Content
NBA
Brett Hanfling
Project Employee, NBA Social Content
NBA
Xavier White
Project Employee, NBA Social Content
NBA
Jake Freeman
Senior Manager, Social Content
NBA
Peter Richter
Director, Social and Digital Content Design
NBA
Leah Bery
Senior Manager, Social and Digital Content Creation
NBA
Carly Nevis
Manager, DTC and Vertical Content Creation
NBA
Jenny Fischer
Manager, On-site Content Creation Lead
NBA
Adam Fedorko
Vice President, Social and Digital Content Creation
NBA
James Johnson
Senior Editor
NBA
Sherman Gomez
Senior Editor
NBA
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