Experiential Marketing: The NBA Zone Captivates Spain


NBA Zone Spain

Nothing says professional basketball quite like standing in line. The NBA found so much success spreading its brand in an event marketing activation across Spain last year that its pop-up sports experience just wrapped a second tour, showing the impact of local marketing done right.

As noted by Field Marketing, the NBA Zone experience featured a specially created court and courtside experience, including three NBA and BBVA branded digitally-immersive domes, NBA talent, an authentic NBA wooden court and an interactive 360-degree experience.”

The NBA Zone opened its doors in four Spanish cities for three-day events, featuring visits from Portland Trail Blazers guard CJ McCollum and Dallas Mavericks forward Harrison Barnes.

Fans weren’t just there to sip lattes and gawk at the stars. The interactive experience engaged visitors, giving them a sense of what it feels like on an NBA game day by using digital and social media engagement and on-court competitions. Add to that free merchandise, pounding contemporary music and a trio of “innovative cinematic experiences.”

One projection showed great NBA moments. A second screen gave stats, photos, and history of current and past players. A third installation helped visitors create NBA-branded content for their own social media channels and generate word of mouth.

“Basketball is a global sport, and expanding and building our fan base around the world continues to be a key focus for the NBA,” Henry Utku, head of basketball operations and events at NBA, told Event magazine. “The NBA Zone experience is a great platform to achieve this.”

The NBA activation included philanthropy, spreading its name in each city by performing community service in each locale as well along with a local partner in BBVA bank. Those efforts included basketball clinics for kids, hospital visits, and activities with local foundations. Each city also ended up with a refurbished outdoor court at the close of the NBA’s visit.

The NBA EMEA team is so pleased with the NBA Zone’s reception in Spain that Event says it’s looking to take the experience to Europe, the Middle East, and Africa.


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