@NBA Snapchat
The 6th Annual Awards
- Best Use of Other Platform
ABOUT THIS ENTRY
Our focus was to engage a younger audience by immersing them in the world of basketball, offering a unique perspective on player preparations, warm-ups and the best highlights through our Snapchat My Story and Spotlight content. Complementing this, we strategically showcased the most thrilling moments from each night with the NBA Highlight show and telling stories about the game through the Best of the NBA show. This submission details how the NBA leverages Snapchat to engage its audience and develop experiences for the modern sports enthusiast.
How does this represent “Excellence in Engagement”?
This embodies "Excellence in Engagement'' by strategically bringing the excitement of basketball to a younger audience through innovative content. The NBA's commitment to globalizing the sport is evident in our tailored and localized approach, whether it's captivating fans with nightly highlights on our NBA Highlight show, providing an exclusive peek into the pre-game preparations of NBA players via NBA My Story or tapping into the AR filter opportunities on the platform. Our aim is to expand the reach of basketball worldwide, and a pivotal aspect of achieving this involves connecting with younger audiences who predominantly consume content on their mobile devices.
Objective
The creation of this work was driven by a specific goal: to strengthen our connection with the younger generation - a demographic known for consuming games and content on non-traditional platforms - and continue to engage our fanbase around the world. Our objective is to adapt to their consumption habits and deliver content that resonates with them based on their preferences, ensuring that the NBA remains relevant and accessible in an ever-evolving media landscape. We have tapped into the platform’s native tools to engage these audiences.
Strategy & Execution
New this season, NBA My Story and Spotlight showcase more access to warmups, highlights and moments. And, with the nightly NBA Highlights Show, fans can catch up on everything that happened in that day’s games throughout the year.
Not only is the NBA focused on providing content to fans on Snapchat, but we are also leveraging fan engagement tools on the platform that allow them to customize Bitmojis with NBA gear, send NBA-themed Cameos and use NBA AR filters.
AR filters have actually been a key component of how we reach our international fanbase. This included turning the Eiffel Tower into a basketball player for the NBA Paris Games and developing custom headbands for fans in-market for the NBA Abu Dhabi Games.
At various tentpole events—including the NBA Draft and NBA All-Star—players interacted with the ‘Snap Mirror’ where they were able to capture content with the same AR filter fans use. Those AR filters also came to life in-arena at NBA All-Star when the NBA used the Snap Camera Kit on the jumbotron to interact with fans during game breaks.
Organizations
- NBA
Links
Credits
Ashley Atwell
Associate Vice President, Social and Emerging Media Lead
NBA
Willie Brown
Manager, Vertical Platforms Lead
NBA
Mesha Mosely
Associate Manager, Vertical Platforms
NBA
Lauren Yelner
Project Employee, Social Content
NBA
Laur DeMartino
Project Employee, Social Content
NBA
Sole Ortiz-Ruiz
Project Employee, Social Content
NBA
Victoria Guerrero
Project Employee, Social Content
NBA
Alexa O’Neil
Project Employee, Social Content
NBA
Justin D’Apolito
Director, Social Content
NBA
Carly Nevis
Manager, DTC and Vertical Content Creation
NBA
Adam Brody
Manager, Social and Digital Content Creation
NBA
Anthony Ottomano
Manager, Social and Digital Content Creation
NBA
Mariah Bailey
Associate Manager, New Media Partnerships
NBA
Bob Carney
Senior Vice President, Social and Digital Content
NBA
Leah Berry
Senior Manager, Social and Digital Content Creation Management
NBA
Tremayne Blair
Editor
NBA
Christian Flores
Editor
NBA
Kevin McKeever
Editor
NBA
Kostas Kourahanis
Editor
NBA
Francis Lai
Editor
NBA
Jack Powers
Editor
NBA
Chandler Reese
Editor
NBA
Jenny Fischer
Manager, On-site Content Creation Lead
NBA
Maggie O'Rourke
Director, New Media Content Partnerships
NBA
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
