NBA Hoop Troop

Situation:

Recognizing the long term value of youth fans, the NBA engaged The Geppetto Group in the Fall of 2010 to develop an integrated youth marketing program to develop a pipeline of fans for today and tomorrow.

Solution:

We called this program The NBA Hoop Troop, to reinforce the club nature of being a youth fan of the NBA. Ultimately, the program will live everywhere the NBA lives. The program currently exists as TV, print, the website NBAHoopTroop.com and the membership component of the site, the NBA Amazing Arena (amazingarena.NBAHoopTroop.com).

We also built a promotional program that lives both on and off line called the “Shot Clock Shopping Spree” that gives kids a way to experience the NBA Amazing Arena for real… and win. In addition to the digital elements, there is a mall tour with customized, evergreen kid-themed backboards that invites kids to step up and play for real.

The program culminates at the end of June with an event where the winning kids gather in NYC to shoot as much NBA gear as they can into a customized hoop in 24 seconds with the help of a real NBA player.

The overall objective of the NBA Hoop Troop is to engage kids 6–14 in the NBA, by giving them multiple ways to interact with the league and the game of basketball. The end goal of the program is to drive youth fandom of the NBA, ultimately leading to avid adult fans as today’s youth ages.

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