In 2016, Australia’s own Matthew ‘Delly’ Dellavedova was named the newest ambassador for Sanitarium UP&GO, official breakfast of the NBA.
To celebrate the new partnership, UP&GO brought the former Cleveland Cavaliers Championship winner back home with one of the most prestigious awards world sport, the Larry O’Brien NBA Championship Trophy. UP&GO saw this as the perfect opportunity to introduce their new partnership and provide local fans the once in a lifetime chance to meet their hero, touch the trophy and trial the popular Aussie breakfast drink.
Gemba executed the Up&Go Larry O’Brien Trophy Tour in Melbourne and Sydney. Over 3000 fans attended the live breakfast events, with thousands of UP&GO samples handed out to help the hoops fans kick start their day!
Gemba worked with NBA Australia to generate national PR coverage, and ensured reach amongst NBA fans by streaming the events live across social media. Through Facebook Live, the events reached almost 250K viewers and generated over 100,000 engagements. We also connected with several major media outlets and broadcast networks to ensure the Up&Go Larry O’Brien Trophy Tour made national news, earning over $730,398 in media value.
The tour was considered a huge success by Delly, the fans and the brand, a great start to a new relationship between UP&GO and the NBA.
Melbourne: Fed Square August 29th 2016
Sydney: First Fleet Park August 30th 2016