Shhh! Pipe down, please! A little respect for three-time NBA champ Dwyane Wade, who’s making a toast to the NBA Finals.

Go ahead, Mr. Wade.

“Welcome. Or should I say, welcome back. Tonight, we celebrate the moment we work for all year. At the center of it are two exceptional teams. And yet, we’re all a part of it.”

Dwyane headlines a short film from Translation, saluting the championships in exceptionally elegant style.

Certain special rings—you know the ones!—sparkle as legends and fans pack a gilded hall, complete with a crystal basketball net.

The color palette’s gold. For the league’s biggest winners and honored guests, nothing less will do.

“The glamorous setting for ‘The Toast’ helps match the moment,” says league CMO Tammy Henault. “It served as a place where all members of the NBA family—from celebrity fans to past NBA champions and even fresh faces of the WNBA—could take in the grandeur and celebrate why we love this game,”

In the spot, Ken Jeong looks suitably dazzled. Remember when they unfroze him for the Super Bowl? Come on, MLB, add everyone’s fave overexposed funnyman to your World Series lineup!

Here, other notables basking in NBA glitz, in-jokes and hip references include Ray Allen, Mike Breen, Magic Johnson, Jimmy Kimmel, Isiah Thomas, Queen Latifah, Sky Kamilla Cardoso and Angel Reese.

The glitz pays off. It reps the moment in style, with ostentatious bling epitomizing the cultural and commercial juggernaut of the NBA (and big-time sports in general).

Dave Laden directed. “The Toast” starts streaming today across NBA platforms, the league’s app and elsewhere.

For the second annual State of Play: Clio Sports Marketing Summit, a series of panels tackled front-of-mind topics like the power of music in sports marketing, reaching viewers via college athletics and the rise of alternative broadcasts.

Below, we look at the highlights from Monday’s event in NYC.

Harnessing the power of music for sports

The event kicked off with execs from Universal Production Music, ESPN and the NBA describing how music amplifies emotions across audio, video and static imagery.

For Claude Mitchell, coordinating director of music at ESPN, soundtracks are “the inspiration, the motivation and the direction that takes you through things.” Growing up a Yankees fan, Mitchell recalled that Frank Sinatra’s version of “New York, New York” was played at the end of a game they won, while Liza Minelli’s take closed out contests lost. In both cases, music heightens the experience.

Every song has a purpose. Lucas Spry, music director and producer at UPM, noted that “we’re not just throwing upbeat hip-hop tracks on an album just because we can. There’s purpose in that and the BPM tempo arrangement” can help define a collection of tracks.

The NBA recognizes how vital music and tempo are, too. Watching a LeBron James video on mute wouldn’t evoke as much energy and drive as watching with the sound turned up high.

“Music is a critical part of how we translate moments to our fans that are not only in attendance, but who are also engaging with us across our platforms,” said Jasmin Marquez, who helms music programming and business operations at the league.

“Tracks must resonate with all of our fans, no matter where you sit—whether it’s in the arena, or watching the broadcast, or catching it on our social media platforms.”

The music must amplify what’s happening on court, and enhance “how our fans, our teams, our players are all interacting with those moments,” he said.

Sometimes, picking local faves and melding them with global hits can prove a sound strategy.

“Everyone can source authentic regional music,” Spry said. “My job is to listen to that and find … how we can meld genres which work for every medium—social media or broadcast. There’s different tempos, there’s different moods, there’s different lyrical terms that really can make or break” a telecast or livestream.

College sports marketing success for Nissan

Nissan’s Director of U.S. brand & retail media, Rob Martin, spoke to Muse executive director Charell Star about going all in on college sports. That strategy’s driven impressive results, without the steep cost of, say, an NFL partnership.

The carmaker is the official partner of the Heisman Trust, an official NCAA corporate partner, and has multimedia rights agreements with universities across the country.

“You couldn’t just have the Heisman Trust. You couldn’t just have NCAA, although people do take that approach,” Martin said. “We needed a three-legged stool: the Heisman Trust, the NCAA, and the colleges and universities that we participate with. “By using all of those pieces of the puzzle, we can build a really cohesive, creative execution. You’re using colleges and IP, so it feels very authentic. It’s contextually relevant, and that’s why we built our strategy the way that we have.”

The Heisman House campaign, around since 2006, continues to evolve and elevate both creative and the Nissan brand.

“More than a into decade of a campaign, you better continue to think of new ideas. So what did we do? We launched the Heisman House on Zillow,” says Martin.

“Everybody’s looked at Zillow, looked at apartments, looked at houses,” he said. “Never did we think that we would put the Heisman House on Zillow. As you can imagine, everybody asks, ‘Is the house real?’ So we continue to fuel the idea. Yes, this is a real thing. An example of just how we continue to expand the platform and how we continue to refresh it with new ideas.”

Heisman House is the brand’s top performing promotional vehicle each year.

“When we talk about building brand awareness and building brand consideration, it’s our single most important property. So for us, that tells us not only is it about the media, but also just how we’re speaking to the audience. And we find year after year that we continue to see that brand awareness continue to happen, which is staggering when you think of how long this campaign has gone on. And frankly, that’s why we keep doing it.”

The rise of alternative broadcasts

Competing with second-screen viewers has become a challenge that alternative broadcasts aim to win. Execs from Bleacher Report, ESPN and the NFL explained exactly what alternative broadcasts are—and how they’re leaning into the practice.

“When we think about ESPN alternative broadcasts, we really think about creating complementary programs that are going to help to magnify or amplify the main broadcast, like our Toy Story animated football game,” said Tim Reed, the network’s VP of programming and acquisition. “The target there was younger audiences, and to drive co-viewing and distribute that across Disney+. It was a success because parents and kids really enjoyed it. I think the expectation is if we did more of that, they’d watch more.”

Tyler Price, VP of content, Bleacher Report, said: “We’re a digital-first entity that has made its mark by concentrating on the audience. That’s how we look at alternative broadcasts: What value can we provide, specifically in in terms of options and interactivity? How do we make our users feel they have power over what their options looks like?”

When done right, such alternatives are something the players themselves can get behind—with enviable numbers pointing to success.

“The Toy Story execution, the players and coaches, they were actually all, generally welcoming about this,” said Reed. “It showed an authentic side. We actually had some of the players bring their kids and their families into the actual vignettes or personality pieces and just integrate things they liked about Toy Story, their favorite characters.”

“Parents were likely to share that type of experience. And 90+ percent of kids were willing to watch another execution like that.”

Chris Rock’s stoked, spot-on narration hypes the NBA Playoffs in fresh spots from Translation and director Felix Brady.

The comic’s instantly recognizable tones elevate the proceedings. He cheekily explores whether “Playoff Mode”—that elevated gear players shift into, allowing them to excel under postseason pressure—is “a thing.”

Of course, we all know the answer’s yes. (Though not for the Pistons. Better luck next year.)

It’s an NBA promo, so plenty of hoop stars appear: Nikola Jokić, Jayson Tatum, Jalen Brunson, Anthony Edwards, Shai Gilgeous-Alexander, Chet Holmgren, Damian Lillard, Donovan Mitchell and Jalen Williams.

Also, be on the lookout for Shaq, Lil Wayne, Guy Fieri, Anuel AA, Mike Andrews and more.

Rock rolls large in this one. Not a single line falls flat. He should call the games.

“When developing campaigns, we lean into research to determine what will resonate with our fans and the data shows that our fans consume the NBA differently at various times over the course of the season, so our methods of reaching them must change, too,” NBA CMO Tammy Henault tells Muse.

“During this time of year, we know our core fans are watching, but we also see an increase in engagement with our more casual fans and those which we call ‘opportunity audiences,'” she says. “So, we developed creative that would cater to all of those different audiences.”

“There have been countless viral playoff moments throughout NBA history where players up the ante to take their teams to the next level. So, we took a lighthearted approach at spoofing the idea of ‘Playoff Mode’ and encouraging fans to tune in this season to see whose Playoff alter-ego will rise above the rest.”

The crew shot during the All-Star Game, with Shaq playing Taylor Swift tunes on his phone to keep everyone loose.

Not sure why, but that just fits. Crank it up, Diesel!

Which would you rather unwrap on Christmas morning: a festive sweater and tie set—or NBA action-figure superstars that spring to life beneath the tree?

Even if the threads light up, they’re not gonna beat out these miniature versions of LeBron, Steph, Durant and Tatum! And let’s not forget Giannis and Embiid, plus Jimmy Butler, Jalen Brunson, Anthony Davis, Luka Dončić and Nikola Jokić.

All appear as animated toys in this :30 hyping the NBA’s Dec. 25 schedule:

“We wanted to create something that reflects the idea that watching NBA games on Christmas Day is truly a timeless tradition, bringing together our fans, families and friends to celebrate the joys of the season and the best of our game,” NBA CMO Tammy Henault tells Muse. 

“The campaign serves as a primer for what fans will see when they turn on our games,” she says. “The creative is nostalgic of a classic Christmas morning, but harnesses the energy of the compelling matchups we’ll all get to enjoy.

Once the team decided on the toys-come-alive concept, “we turned to real NBA game highlights to model the animation,” Henault says. “The ‘toys’ featured in the film were made to look and move just like their real NBA counterparts. So, the plays you see are replicated from genuine game action from Jayson Tatum’s step-back to Lebron’s alley-oop.”

Translation and animation studio Passion Pictures created the spot. David Scanlon directed with equal parts chaos and whimsy.

Cinematographer Chayse Irvin captures a smooth, quasi-dangerous late-night feel. Our fave bit: the slapstick elevator hijinks with DeRozan and Young. Clear foul!

“New tournament, new creative approach,” says NBA CMO Tammy Henault. “We had the challenge of educating fans on what the tournament is and generate excitement for it, too. Creatively, we leaned into Las Vegas, where the semi-final and championship will be held.”

Seeing some of the league’s most-loved players chase the event’s NBA Cup trophy adds gravitas, while “fans can play along, spotting favorite players in roles they have never seen them in before,” she says.

The NFL has also leveraged Hollywood tropes, most recently in “The Last Page,” with comedian Keegan-Michael Key helming a wacky story conference. “The Heist” also resembles the L.A. Rams’ faux-thriller “On the Clock,” which starred Dennis Quaid plus members of the team and its coaching staff. 

The full film will stream across the league’s app and social platforms, with :30s, :15s and :10s in the mix, too.

These days, the NBA’s a pop-culture force akin to the movie industry. So, leaning on cinematic style feels about right, and the players certainly appear to have fun with their roles.

Here’s a cast list:

• The Mastermind: Michael Imperioli (“Goodfellas,” “The Sopranos,” “The White Lotus”)
• The Heavy: Anthony Davis (Los Angeles Lakers)
• The Sly Guy: DeMar DeRozan (Chicago Bulls)
• The Ice Man: Trae Young (Atlanta Hawks)
• The Lookouts: Julius Randle (New York Knicks) and Darius Garland (Cleveland Cavaliers)
• The Vet: Draymond Green (Golden State Warriors)
• The Inside Man: Kawhi Leonard (LA Clippers) 

And check out the BTS reel:

His beard makes him look a bit like King James. That’s where the similarity ends.

The comic basically stole the show Pixel’s NBA ads last year, which is saying something given the star power involved. So, it makes sense that he’s back in action with a large role.

And he doesn’t disappoint, working his likable every-fan style for all its worth. Druski’s relatable and funny no matter what’s happening on screen, a first-string brand ambassador.

This year, he’s joined by NBA royalty Giannis Antetokounmpo, Jalen Green, Kelsey Plum and Jimmy Butler, among others.

Themed “Built Different,” the mockumentary-style effort will roll out across TV and social all season long. Several spots break tonight on TNT during the Lakers-Nuggets tip-off game.

 

 

 

 

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The push also includes a partnership with Uber and Uber Eats.

“We’re really excited about this, because whether you’re a fan on the way to a bar, or staying home to watch the game and ordering food, you will be reminded that these games are happening on TNT,” Johnson tells Muse.

What’s more, working with WBD’s live events and sales experts, Johnson is orchestrating a glitzy activation in Denver on Oct. 24, starting at 3 p.m.—”The NBA on TNT American Express Road Show.”

“It’s kind of like a welcome-back party,” she says.

Free to the public, the event will be held at the Tivoli Quad on the Auraria Campus. The Mile High City was chosen because the Denver Nuggets are the reigning NBA champions, and will host the Los Angeles Lakers that evening. 

The entire Inside the NBA crew—Barkley, O’Neal, Ernie Johnson Jr. and Kenny Smith—will broadcast from the “Road Show,” which will wrap up with a post-game concert by The Chainsmokers and Dermot Kennedy.

Attendees can access an American Express vending machine that will dole out prizes to eligible fans who correctly answer sports trivia questions; a re-creation of the famed B/R Kicks Tunnel Cam where folks show off their game-day footwear and outfits; and a half-court challenge hosted by Bleacher Report. Local artist Thomas “Detour” Evans will create a custom mural celebrating the Nuggets. 

Johnson, who will be on hand, looks forward to “bringing that in-person vibe to fans on opening night.”

As more marketing unfolds during the NBA season, the goal will be to “make sure that we’re reaching our core, our casual [viewers] and also the ‘opportunity audience’ as we call it,” Johnson says, noting, “This season we’re really looking at women.”

The site of Denver Nugget star Jamal Murray chugging up the cement steps of a stadium, followed by countless fans, pretty much sums up where the NBA is right now. It’s an utterly ubiquitous cultural driver, revered around the world, primed to launch its new season on Oct. 24.

Murray’s joined in a tip-off spot by the 76ers Joel Embiid, who works out on a lonely court, pounding an old tire into submission.

They’re prepping for another grueling year, sweating out the kinks to get into top form and compete in “Everyone’s Game.”

Also appearing: NBAers Zach LaVine, Jayson Tatum, De’Aaron Fox, Bradley Beal and Kentavious Caldwell-Pope. WNBA legend Sue Bird and USWNT player Alex Morgan make cameos. (No sign of the NBA’s biggest fan from last year’s ads. Maybe he follows hockey these days.)

Leigh Powis directs with appropriately pulse-pounding precision, while the boss groove of “How You Like Me Now” plays into the insistent, epic feel. Translation developed the campaign.

Sure, it’s basically a clip-show with quickie-cuts and game action. We get no complex narratives this time around. Still, it works. The NFL has Taylor Swift (for now), but hoops and soccer reign as sports’ arbiters of action, thrills and style.

As for a hint of slippage, some sense of ambivalence, well, don’t tell Embiid. He looks pissed.

“We wanted the campaign to reflect the moment the league is in right now as we tip off the 2023-24 season with a wide-open field and competition at an all-time high,” says NBA CMO Tammy Henault. “The creative captures the passion and hard work that NBA players put in day-in and day-out, eliciting emotion and anticipation for an exciting and unpredictable season. ‘Everyone’s Game’ also has a dual meaning—it speaks to our values of inclusion and symbolizes the power of basketball to bring people together.”

Join us on May 24 in NYC @ State of Play: 2023 Clio Sports Marketing Summit for a closer look at top creative ideas. You’ll hear from agencies, teams and advertisers, including Michelob Ultra and Frito-Lay, about how they’re using innovation, advocacy and engagement to build brand affinity with sports fans. Register Now.

There are some things you can plan for, and others you can’t anticipate, which makes creating an NBA post-season marketing strategy a challenging task.

So, you’d best start early and consider all your options.

Warner Bros. Discovery Sports senior marketing director Anya Johnson and her team began devising this year’s game plan just after Christmas break.

At that stage, “We’re seeing how teams are shaking out, if they’re off to nice starts, all that good stuff,” she says. “A lot of it is contingent on who is actually in [the playoffs]. So, obviously, we don’t know that until well after the all-star break and into early April. But there are a lot of strategic things we can do in terms of who we want to reach and some of the storylines we might lean into.”

Collaborating with WBD in-house agency Creative Services Sports Unit (CSSU), Johnson chose the storyline “This Is Really Anyone’s Game” to hype 2023 post-season action, which revs into high gear with TNT’s exclusive coverage of the Eastern Conference Finals. The underdog Miami Heat face the Boston Celtics in game one on May 17.

“I know we often say this when we get to the post-season, but I feel, truly, these playoffs are among the most unpredictable in recent memory,” Johnson tells Muse. “What you thought might have happened is actually probably not happening. And it’s a reason to tune in and watch history unfold with your own eyes.”

Targeting both core fans who never miss a game and casual viewers, “We want to hit them at all touch points,” she says, noting that’s why a national TV buy pays off. “It’s a great way to target those NBA viewers but also get those viewers on the fringe, those casual fans, and give them a reason to tune in.”

Connected TV is another key platform, “because we understand that the ways people are consuming content is shifting. So, we want to make sure that there’s a one-two punch,” Johnson reasons.

Display banners on Roku drove viewers to the NBA Play-In Tournament. “It’s a great, as we like to call it, point-of-decision opportunity, where they can click on the asset and jump into the offering or coverage via the Roku app,” Johnson says.

Via TiVo, non-skip audience-targeted videos have been employed across the CTV network. “We felt like we had good coverage with our national TV buy. But again, speaking to how fans and viewers are leaning into different ways to consume content, we wanted to make sure that we had an opportunity to lean into the breadth of the connected TV universe and let fans know what’s going on.”

Working with WBD’s Sports Playmaker team, which specializes in reaching Gen Z and millennials in the social space, Johnson built on their partnership with creators under Bleacher Report’s House of Highlights umbrella. On TikTok, Facebook and Instagram, the hoops aficionados from the Through the Wire podcast began educating fans ahead of first-round playoff games.

“It’s been fascinating to watch how that platform has, quite frankly, exploded in recent years,” Johnson says of TikTok. “It has been a really good way to reach both those core and casual fans but particularly younger viewers as well.”

Does this bus stop at NBA Lane? Nah, that was last year’s campaign!

The league’s spokes-character “Non-Stop” (played by the ever-exuberant Keyon Bowman) climbs aboard anyway, kicking off a predictably wild ride.

“It’s not just about making out to the playoffs, it’s making it through the playoffs,” he declares.

Welcome to “Playoff Mode”—that’s the spot’s title—which follows Non-Stop around the globe and even into orbit, as he hobnobs with hoop stars Donovan Mitchell, Julius Randle, Jaren Jackson Jr. and Jamal Murray.

ESPN’s Malika Andrews and NBA legend/broadcaster Charles Barkley show up too, along with actor Terry Crews (in glorious extra-loud mode) and tennis legend John McEnroe (I’m serious!).

Bowman’s rapid patter amuses/annoys as always. We expect the NBA to enlist star power and a pop-culture vibe to plug its post-season. And that’s exactly what we get in the spunky spot from Translation and director Terence Neale.

Heck, at this point, the NBA and popular culture are basically synonymous. Fashion, music, celebrity, commerce, action, drama … it’s all there. Basketball plays in a league of its own, and leaves other sports—save soccer, possibly—flailing in hoop dreams.

The playoffs begin on April 15 across ABC, ESPN, TNT and NBA TV.