INFLUENCER MARKETING CAMPAIGN
NBA EUROPE X CLARK INFLUENCE
For the first time in the United Arab Emirates, NBA games were held in Abu Dhabi.
The NBA Abu Dhabi Games 2022 featured the Atlanta Hawks and Milwaukee Bucks in two preseason games at the Etihad Arena on Yas Island in Abu Dhabi on October 6 and 8, 2022.
Clark Influence collaborated with NBA Europe to promote these two games and the city of Abu Dhabi with 11 influencers from different European countries. The influencers spent a week in Abu Dhabi and created a lot of content about the NBA and the city of Abu Dhabi.
CHALLENGE
Our mandate was to generate hype and excitement around Abu Dhabi both as a destination and as the host of these NBA games in the European market (UK, France, Germany, Greece and Italy).
Generate excitement for the NBA games:
- Highlight and celebrate the launch of the first NBA games in Abu Dhabi.
- Encourage attendees to visit the NBA District (an immersive and interactive fan event) before, during and after the games.
- Encourage attendees to subscribe to the NBA League Pass.
Promote Abu Dhabi as a destination:
- Highlight the beauty of the city of Abu Dhabi, its culture and all its activities (Louvre, Sheik Zayed Mosque, desert experience, etc.) to encourage Europeans to choose the city as their next destination.
We targeted European men and women between 25 - 45 years old with a strong interest in sports and travel. The diversity of our influencers allowed us to reach a wide range of targets.
STRATEGY
Clark Influence partnered with NBA Europe in order to promote the Abu Dhabi games. Working closely with 11 influencers coming from all parts of Europe, we were able to create an impactful strategy that met and exceeded our client's expectations. The strategy was three-layered, and started when the influencers realized they were invited to attend the games and travel to Abu Dhabi.
Phase 1 :
Teasing: Annoucement of the influencer's attendance through social media unboxing - Instagram Stories
Phase 2:
On site: Sharing the NBA and Abu Dhabi experience - Instagram Stories and Post, Tik Tok
Phase 3:
The 11 influencers on-site got to experience Abu Dhabi & the NBA games. Once there, they got to do what they do best:
- Create creative and impactful content
- Animate
- Perform
- Interact and interview NBA players and legends
- Promote Abu Dhabi as a destination
Post-event feedback - Instagram Post, TikTok and YouTube
INVITATIONS SENT TO INFLUENCERS
THE WHOLE TEAM
The season has only just begun! This experience was followed by the 2023 NBA Paris Games.
To be continued...
