The NBA is boosting awareness and anticipation ahead of and during their first In-Season Tournament with JCDecaux OOH featuring the first back-glass bus shelter wrap in NYC.
To attract new viewership in the early phase of the 2023-24 season, the NBA is promoting its inaugural In-Season Tournament- an original concept involving new uniforms, court designs, and cash incentives for winning players.
This approximate monthlong event will conclude with the NBA Cup Championship game in early December.
OOH is central to the NBA’s marketing strategy as a means of creating a must-see factor that will drive initial awareness of the new season format, valuable tune-in intent, and ultimately increased viewership throughout the season.
In addition to a total replacement of the bench with replicas of iconic courtside seating, the NBA has become the first advertiser to brand the entirety of a NYC bus shelter with a full-length wrap- effectively creating a mini billboard at eye-level.
Audience measurements in Chicago and Boston report that wrapped bus shelters achieve 22% and 32% more impressions on average respectively- a significant ROI of which leading advertisers are taking notice.