First-Ever Nationwide Elite 3-on-3 Tour
Issue: The NBA sought out Coyne to drive awareness for the launch of Dew NBA 3X, the league’s first-ever nationwide elite 3-on-3 basketball competition tour and fan experience. The program demonstrated the NBA’s commitment to 3-on-3 basketball as an entity and consisted of six events in high-profile markets, including a national championship event in Los Angeles to crown the men and women team winners.
Idea: The Coyne team put together an aggressive game plan to support tour stops that meshed influential sports media with lifestyle press to spread the word about Dew NBA 3X. Maximizing ambassador and Hall-of-Famer Gary Payton, along with in-market NBA players such as Jordan Clarkson, Julius Randle and Hassan Whiteside, the team gave a boost to national and local coverage by leveraging relationships, activating a smart and efficient media strategy and provided on-site support in target markets.
Impact: The tour started in May and concluded in October with total KPIs reached midway through the campaign. Widespread coverage generated for the tour surpassed 210,900,000 media impressions; a total of 430 news articles and a multitude of social placements in national outlets including Associated Press, Reuters, USA Today, Forbes, Sports Business Daily, TMZ Sports, Bleacher Report, SLAM and local coverage including Miami Herald, Chicago Tribune, Houston Chronicle and Hoy Los Angeles. Throughout the summer, Coyne’s targeted messaging told the story of the NBA’s dedication to growing the sport of basketball, providing a platform for local talent, and giving back to the sport’s most loyal fans.