UP&GO borrow a bit of cool factor from the NBA and engage basketball fans during the playoffs.
As the Official Breakfast partner of the NBA, UP&GO have worked with Gemba for a number of years to engage the growing Australian Basketball community. There has never been more interest in the NBA here in Australia, and final year of the partnership was UP&GO’s opportunity to engage fans in the period of the season that garners the most interest* from Basketball fans & fanatics – the PLAYOFFS & THE NBA FINALS!
Specifically targeting Basketball fans & fanatics, in 2018 UP&GO used their partnership to put a bit of ‘NBA swagger’ on their strongest asset – their bottle. A limited edition bottle featuring some of the biggest stars in the league, the likes of Kawhi Leonard, Kyle Lowry, Jinglin’ Joe & Delly, all featured on the bottle of Australia’s favourite liquid breakfast.
Supporting promotions at the point of sale encouraged purchase and gave fans the chance to win BIG. There were a thousand NBA League Passes up for grabs and also tickets to game three of the 2018 NBA Finals. Safe to say there were a few in the Gemba team who wished they hadn’t worked on the campaign so that they could be in with a chance of winning such an awesome prize!
The results? We made it rain!
With a very small supporting budget, the campaign generated close to 200,000 social engagements, increased partnership awareness levels and resulted in an uplift in key image attributes. Most importantly however, the campaign had UP&GO top of mind for all NBA fans during the playoffs, something which key customers took note of – product distribution increased by 35% with key customers eager to use UP&GO and their limited-edition bottle to attract the growing basketball community to their stores.
*Source: Gemba Insights Program