As part of the Air Jordan Space Jam 20th Anniversary campaign, we were tasked with finding a moment in culture to forge a connection between the modern-day NBA and Space Jam-themed AJ31 and AJ11 shoes.
We choose to integrate into the NBA on TNT on Thursday, 12/1 and effectively take over the 8PM-2AM EST broadcast, the night's NBA primetime broadcast, and dedicate it to the Monstars and Space Jam.
Between the 2 games that night (CLE v. LAC and GSW v HOU), we were able to integrate into the broadcast in all the following ways:
3x :15 spots in the pre-game
3x :90s in “A” position (first commercial out of the break), with one receiving a “live toss” from Marv Albert
2x Custom Spots featuring Rasheed Wallace, Kevin Garnettand Kristen Ludlow (in the Space Jam 11s) as they discussed super teams during 2x “Area 21” segments
On-court “Space Jam” signage in both games
Andre Ward being filmed courtside in his Space Jam 11s + Jordan gear coming out of commercial (with a Space Jam-referencing voice over)
Post-game “superteam” discussion by Shaq, Kenny, Ernie and Chuck on the “Inside The NBA” set
Bleacher Report and NBA supported our 12/1 impact with social posts, a home page takeover, and high-profile ownership of the most valuable digital inventory Turner had to offer:
Bleacher Report also helped distribute our Space Jam narrative via custom content creations and some cool editorial pieces