ESPN: NBA on Christmas Day
Task: Make the NBA (not the NFL) synonymous with Christmas.
Results: 39% rating increase. Biggest since 2008.
Since 2008, the NBA on ESPN has been trying to become a Christmas Day staple. Like presents or dysfunctional family dinners. Despite these efforts, people perceived the NFL as the sport to watch on Christmas Day. To recapture Christmas, Santa himself declared Christmas to be: XMS, The Official Holiday of the NBA. He gave some of the NBA's biggest stars a one of a kind platform: his lap. And just like the real Santa, our Santa was everywhere; broadcast, social, ESPN in show appearances, music videos, etc. Which led to the NBA's and ESPN’s biggest gift: their highest ratings in over a decade with a 39% spike.
Social - XMS Cards