Late December 2019 saw the Boston Celtics roll out an integrated campaign, called ‘Among the Stars’, to promote its own stars as voting started for the 2020 NBA All-Star Game.
The creative, which features the team’s outstanding players and outstanding plays from the first half of the season – including Kemba Walker, Jaylen Brown and Jayson Tatum – seeks to promote their All-Star credentials and to encourage fans to vote.
The campaign, created by agency Sleek Machine, took an interstellar approach to the creative and the copy – complete with a dramatic mission control launch sequence highlighted by eye-popping plays from the season.
The work, which spans TV, digital, social, OOH and in-arena, launched Christmas Day and ran through to the end of All-Star voting on 20 January.
The campaign was created for Boston Celtics marketers Alex Herko and Kara Walker by a team from agency Sleek Machine (Boston) which was led by Creative Director Mike Heid, Art Directors Jude Senese and Rafael Feliz, President Eric Montague, Chief of Strategy and Engagement Alex Viteri, while the production company was Peel and Eat and the videos were directed by Pete Warren, with Director of Photography Flipp Kotsishevskiy, Editor Rob Lucente, Executive Producer Joel Walker and Sound Designer Mark Wong.
Comment:
Amongst other notable Boston Celtics led marketing in recent times was the Kyrie Irving’s ‘Find Your Groove’ (see case study), while this initiative followed on from previous Sleek machine campaigns for the Cetics which range from a Twitter led social stunt which sought to break down the wall between the newest Celtics and the team’s fans by posting player phone numbers on Twitter and inviting fans to say hello (which received more than 17,000 voicemails and the stunt was picked up by Bleacher Report, Yahoo Sports, Uproxx and other sports and lifestyle media),
Boston Celtics // Say Hello (:60) from Sleek Machine on Vimeo.
and the ‘It’s Not Luck’ rallying call campaign which revolved around the team’s lucky clover logo may be a symbol of luck,
Boston Celtics // "It's Not Luck" :30 from Sleek Machine on Vimeo.
plus its work with the Celtics and the Boys & Girls Club with Xfinity which saw an immersive VR experience that took viewers courtside for a game and brought some real Celtics to surprise some real kids from the Boys & Girls Club.
Boston Celtics // See Them In Person from Sleek Machine on Vimeo.
Links:
Boston Celtics
https://www.nba.com/celtics
https://twitter.com/celtics
https://www.youtube.com/user/bostonceltics
https://www.facebook.com/bostonceltics
Sleek Machine
https://www.sleekmachine.com/
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