Golden State Warriors x Dude Perfect: Stephen Curry Overtime presented by Rakuten
The 7th Annual Awards
- Best Branded Content
ABOUT THIS ENTRY
The Warriors and Dude Perfect joined forces to create Overtime 48 starring Stephen Curry presented by Rakuten, the Warriors' jersey badge sponsor. Rakuten branding was seen throughout the longform video and was boosted by a bespoke ad-read from the Dudes during the All-Sports 3-Point Contest.
Rakuten's sign-up link and product description is in the video description. The video has over 15.5M views on YouTube since its premiere in November, and will continue to deliver views for the next several years giving Rakuten longevity and presence long into the future.
How does this represent "Excellence in Engagement"?
In addition to the 15.5M viewers of the full-length YouTube video, ancillary content from Dude Perfect and the Warriors that feature the Rakuten logo and provide an additonal layer of earned media have garnered an additonal 220M impressions across various social platforms.
The video was promoted on Stephen Curry's social channels, as well as on the Chase Center video board during a Warriors game in November.
Objective
Rakuten provides users cash back for making everyday purchases. In essence, Rakuten is "Money"!
Rakuten is the uniform badge sponsor of the Golden State Warriors, and were looking for a unique way to message their product to fans. The Warriors pitched a video in which Rakuten would be the presenting partner, receive an engaging and organic ad-read, and reach Dude Perfect's YouTube audience of 60M subscribers.
Strategy & Execution
Dude Perfect has mastered the art of creating ad-reads for partners that feel like part of the content, so users do not even feel the need to skip ahead. This video was no different, as the custom ad-read for Rakuten comes as fans are waiting for Stephen Curry's turn in the highly anticipated "All-Sports 3-point Contest."
Dude Perfect's YouTube audience reaches 60M subscribers and their content is companion viewing for kids aged 8-14 and their parents, who are a key demographic for Rakuten to reach.
Organizations
- Golden State Warriors
- Dude Perfect
- Rakuten
Links
Featured
- Stephen Curry
- Dude Perfect
Credits
Danny Pedroza
Sr. Director, Social Media
Golden State Warriors
Chad Coleman
Chief Brand Officer
Dude Perfect
Gabbie Anderson
Sr. Manager, Partnership Development
Golden State Warriors
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