Client: ESPN x NBA
Project: You Seeing This?
Live sports and entertainment ratings have been in decline for years. During the 2017–2018 NBA season, the average basketball fan watched only seven games. Our challenge was to buck this trend and boost tune-in for the 2018 NBA playoffs and finals, especially among younger fans. To do this, we launched a FOMO-inducing real-time campaign: “You Seeing This?” caught young fans when their attention was elsewhere and lured them to live games with tantalizing real-time action. The campaign helped to boost NBA ratings by a massive 70% compared with the previous year—exceeding projections by 40%.