Social Campaigns & Strategies
We began by developing strategy resources to serve as the foundation for all NBA All-World marketing efforts. From everyday Instagram posts to complicated out-of-home campaigns, we let the strategies guide our work.
Target Audiences
— All Rights Reserved by Niantic, NBA All-World —
A community brings people together — something we strove to do with NBA All-World.
That said — when developing any strategy for NBA All-World, we kept in mind that metrics of engagement are much more important than metrics of awareness in the long run when establishing brand and product loyalty.
Five Phases
After the game’s release, we created a strategy to guide content throughout the year, creating focuses appropriate for the seasons and the events happening at any given time. Here is a quick overview of the five phases:
Niantic decided on GO ALL OUT as the initial launch catchphrase and CTA for NBA All-World, challenging users to embark on their NBA All-World journey and incorporate the game into their lives.
Our team integrated the phrasing and ethos of GO ALL OUT into all facets of our marketing efforts around launch time.
NBA All-World Awards
Creating the Oscars of the NBA Metaverse — transforming ordinary fans into contributors, all-stars, and brand ambassadors. Millions of users have the chance to win prizes like pro-athletes, promoting inclusivity and engagement. Unlike traditional awards, the NBA All-World Awards also focus on elements of basketball culture beyond just performance on the court.
I Ball AW
I Ball All-World was our homage to the famous I Love NY phrase. New York is an influential city in hoop culture, so it made sense to incorporate it into a catchphrase for NBA All-World. Just as how Go All Out was NBA All-World's launch campaign phrase, we wanted to make I Ball All World the evergreen tagline for the game. I Ball AW captures the global-loving outlook of NBA All-World, encouraging users to ball worldwide.
All-World Five
The All-World Five is a highly stylized group of mascots representing global users who love and support the NBA All-World. We designed their faces without characteristic features to invite users to imagine themselves as NBA All-World stars. With a forced perspective making the All-World Five appear as giants, these digital figures symbolize the heights that NBA All-World players can reach if they continue working hard and leveling up in the game.
Illustration characters developed by Emilio Carnero.
