“NEVER MISS A GAME” (NBA)
Sleeping on the couch is no longer a relegation, it’s a right of passage #nevermissagame
Problem:
Prime-time West Coast games don’t start til 10 PM or 10:30 PM (or later) if you live on the east coast. That’s a late night when you’ve got work in the morning. East coast games tip off at 7 PM, which is a 4 PM start for West Coasters.
Objective:
Showcase and champion the shared and unique sacrifices and experiences that countless, die-hard NBA fans must go through to ensure they NEVER MISS A GAME of their favorite NBA team playing on the opposite coast from where they live. The campaign would have geographic based video ads and social campaigns for East Coast and West Coast.
”NEVER MISS A GAME” Online Store:
- NBA Jerseys of your favorite player in the form of a Snuggie
- NBA Team branded alarm clocks styled like an NBA shot clock
- NBA team branded sleep masks
”Sorry, I Never Miss a Game” Flowers
- Partner with flower delivery company so users can send flowers to their significant other to apologize for not coming to bed, or for keeping her up late, or for not picking up the kids from school, or whatever important occasion you have to miss. Every flower delivery will include the note “Sorry, I Never Miss a Game. Love, ______”.
Excuse Database
- create a website with a crowd-sourced database of quick copy-and-paste excuses that you can use to text or email your boss, girlfriend, colleague, kids, etc to get out of whatever obligation stands in the way of you and the big game.
East Coast brainstorming…
It’s worth the extra coffee.
It’s worth waking up alone on the couch.
It’s worth being late for that super important work meeting.
Sleeping on the couch is a revelation, not a relegation.
Proudly couch surfing.
Sleeping on the couch is no longer a relegation, it’s a right of passage
Tweet: ⌚: 1 AM… “Siri, activate #NBAmode.” 🤖: “Smart lights in living room will turn on at 6:55 AM. I turned on your 7 AM, 7:15 AM, 7:30 AM and 7:45 AM alarms. Quadruple espresso shot will brew at 7:48 AM. Anything else I can help with?” #nevermissagame
Social: Encourage fans to post their at-home couch surfing setups for late-night games.
OOH Ads: Still photo of a couch made up like a bed with pillows, sheets, and blanket nicely folded. 3 bottles of water neatly placed on coffee table next to laptop, and bowl of popcorn or chips or pizza. Phone on table with screen visibly displaying 7 AM alarm. Basketball jersey hanging over back of the couch next to a white dress shirt and tie. TV showing time as 9:55 PM and 5 minute tip-off countdown on screen. Basic, bold font across the top of the billboard: “It’s a right of passage.” #NEVERMISSAGAME
Can be multiple variations highlighting how people prepare their couches and living rooms for their inevitable sleep on the couch on a work night.
East Coast Video Ad:
Video of fan watching and celebrating basketball game on TV, cheering with his Snuggie jersey on over top of work clothes, jumping up and down on the couch in his apartment, clock striking 12:30 AM. Cuts to iPhone alarm blaring at 7 AM. Basketball fan is asleep on couch still in jersey, messy coffee table with beer cans, pizza, laptop on coffee table, disheveled hair, wrinkled clothes. Wakes up with big smile on his face. quick close-up cuts to splashing water on face. electric razor whizzing. coffee dripping. Shot of zoom call window from basketball fan POV, boss lady speaking with thumbnail of basketball fan in the corner of the zoom window screen with perfectly parted and brushed hair with collar of nice shirt visible. Boss says", “Good morning Chad - how are we looking on those Q1 forecast models?”. Confidently, Chad replies with a smile on his face, “Martha, I’m glad you asked…”. As Chad starts talking, video zooms out to reveal him sitting in his boxers, NBA tube socks and jersey still on over top of collared shirt, sipping his coffee. all the trash and mess from the night before pushed out of video view directly behind his laptop (beer cans, pizza box, greasy plate).
West Coast Video Ad (30-60 second commercial):
Never Miss a Game. What’s your “excuse”?
Excuses to get out of obligations in late afternoon/early evening so you can watch tip-off at 4 PM. Start with normal excuse, excuses get more awkward and terrible as it goes on. Last minute doctor’s appointment? Food poisoning at lunch? “girl problems”? Guy saying “I think I’m pregnant, oh, I mean, um my girlfriend is pregnant… uhhh. shit. gotta go.” Rushing home to watch game. Video would be different basketball fans watching game at home or at the bar or on their way to watching game, coming up with excuses via text, email, or on phone to their boss, wife, kids, etc.
Video Idea: Person inside apartment, on a conference call on speakerphone, while trying to pull up NBA game on his phone while also trying to get leash on dog to take out for a walk. Drop phone, audio from NBA game stream unmutes and plays out loud, people in conference call hear it, ask what that noise was, dog whimpering and barking, pees on phone on floor. You get the gist.
Social: Twitter / instagram campaign: “what’s your excuse?” campaign. encourage hashtags #nevermissagame #whatsyourexcuse , get people to share their “excuses” and a picture of what they are actually doing or where they are actually watching the game.
”Hey Siri, email Shirley and let her know I’ll be missing the 3:30 meeting. bad sushi…” #nevermissagame