Teams get creative to land players NBA All-Star votes

The Jazz went deep into the creative bench for Lauri Markkanen’s campaign.utah jazz

The Utah Jazz could have taken a 24/7 approach, like gardening. As the franchise prepares to host his first NBA All-Star Game in 30 years, he could have also promoted his star credentials. The game pays tribute to the poster era that defined fandom in the early 1990s.

But their promotional campaign is more elaborate, featuring an outside visual effects team, six 300-pound blocks of ice, a fully crushed backboard, and an intricate basketball ice sculpture by a sculptor. developed into The finished product of the attention-grabbing poster spotlighting the multi-talented Lauri Markkanen is Vivint’s one of the most innovative campaigns in the entire league ahead of his February 19 match at the arena. stands out as one.

With this season’s relatively narrow All-Star voting window from December 20th to January 21st, it’s time for the team’s branding minds and creative executives to unleash their innovative powers, using any number of unique concepts to get noticed. to collect. Performer. And for Jazz, a team that operates outside of major media markets, pushing creative boundaries has become their hallmark in recent years.

“How do you cut through the noise of all the people trying to make an All-Star team?” said Ben Barnes, senior brand director for Jazz. “I could have easily sent a mailer with a single piece of descriptive text. Hopefully I’ll be on the cutting edge. They seem to have a reputation for trying to do something

All-Star Starter nominations account for 50% of fan votes, with all current players and media panels each accounting for 25%. Players and Media Panel members can complete one vote. Fans can vote for him once a day on the NBA app or online.

The Pelicans were making fun of the host team while emphasizing their orleans pelicans

Team campaigns come in all shapes, sizes, and colors. The New Orleans Pelicans, for example, revolve around “Bringing Real Jazz to Utah” with a promotion that highlights the city’s culture, celebrates its players in unique ways, and makes Utah his jazz team name a little laugh. (since Jazz). historically belongs to New Orleans).

Elsewhere, the Portland Trail Blazers posed for a photo with three players (Damien Lillard, Jerami Grant and Anphanie Simmons) and coach Chauncey Billups. This was inspired by a photo Billups took at his 2006 All-Star game in Detroit with his then-Pistons teammates Ben Wallace, Rasheed Wallace, and Richard Hamilton. Orlando Magic creative Vote Magic relies heavily on organic promotion through social media, focusing on Paolo Banchero and Franz Wagner, using pre-filled voting links to create multiple magic He promotes player votes.

The Trail Blazers are hyping Damian Lillard, Jerami Grant and Anphanie Simmons, and are shown with coach Chauncey Billups.portland trailblazers

The Boston Celtics theme is a twist on Utah’s Sundance Film Festival. Among other elements, the Celtics have released mini-movie trailers on their social platforms and have given fans indie movie posters in some home games. The Sacramento Kings use commercials to showcase the personalities of their players. Dustin Godsey, his CMO of the Milwaukee Bucks and Fiserv Forum, said the teams are keeping an eye on each other’s campaign efforts and stealing a few ideas here and there in the friendly and fun competition. rice field.

About 25 people had fingerprints on Jazz’s campaign concept, including internal creative directors, designers, project managers, and external photography and visual effects teams.

Burns spoke to Markkanen, who hails from Finland, about what his nickname “Finisher” means to him. Markkanen wanted to be known as more than a three-point shooter, and he wanted to equalize in Finland, one of the coldest countries in the Nordic countries. An information sheet the Jazz included — about 500 posters were produced and sent to media members — called Markkanen “freezing his man out of the dribble… could create a hailstorm of threes from downtown.” It has been described as a “stone-cold killer” who can. Speed ​​up time and crush the rim with high-flying dunks. ”

In recent years, jazz has had no shortage of creative campaigns. They created crypto-themed cards featuring newspaper-style brochures, comic books, and QR codes. In 2019, in the spirit of John Coltrane’s 1957 album The Prestige, we will create a record featuring images, song titles based on actual album tracks, statistical highlights and other elements. Did.

“We want to separate the players and the organization from the rest,” said Jazz president Jim Olson. increase.”

Markkanen was so pleased with the finished product that he used the photo for a family Christmas card.

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