A new campaign leveraging the 2021 NBA Finals highlights new YouTube Live TV experiences through the lens of NBA devotee Emily.
Launched for the tip-off of the NBA Finals between the Milwaukee Bucks and the Phoenix Suns, the campaign – created by agency Cartwright – sets out to show the benefits, versatility and ease of use of the YouTube Live platform with a focus on how it enables you to follow the action on your own personal schedule rather than on the broadcaster’s rigid schedule.
Told from the perspective of hoops super fan Emily, it contrasts the disturbing and disruptive lengths and evasive family manoeuvres she previously had to go to in order to watch every minute of the NBA Finals to make sure she never missed a key play (including locking herself in the bathroom while her friends gathered to celebrate her birthday), with the personalised flexibility of the YouTube TV offering.
The work, which showcases the multiple YouTube Live television benefits such as real time highlights, game alerts and a seamless, personalised TV experience, aired during the NBA Finals on official broadcaster television networks and on YouTube’s digital platforms.
“We all know that person who can’t stand to miss a minute of a live event, and saw that as a way to demonstrate the revolutionary way that YouTube TV is changing that live experience to one that you control,” explained Cartwright Chief Creative Officer Keith Cartwright. “We’re not just saying it’s so easy your Grandmother could do it, we are showing through Emily how an individual can take control of how and when they watch live events with the same excitement and real-time thrills of the live moment.”
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The NBA’s partnership with YouTube dates back more than a decade. Back in 2005 the league became the first official major US sports league to partner with YouTube when it launched its own channel.
Other key milestones in the tie-up include 2018’s deal to which saw the YouTube TV Live streaming service become the first-ever presenting partner of the NBA Finals, as well as of the WNBA and the NBA G League Finals – which saw the brand logo appear prominently on-court, in-arena and through an integrated marketing campaign throughout those series.
Then in 2018 the league’s official NBA 2K League game signed a deal to simulcast live games on YouTube TV Live.
YouTube TV is a subscription streaming service that lets users watch live and on-demand TV from 85+ top channels which offer live and local sports, news, shows, movies, and more, and can be watched on any screen (phone, tablet, TV, computer).
Membership comes with unlimited cloud DVR storage space to record personalised ‘watch’ recommendations and a family plan with six accounts per household so everyone can benefit from the subscription.
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