GOOGLE PIXEL
'NBA & WNBA 22/23 Season'

For Google Pixel’s first season as the official phone of the W & NBA, they wanted to go big.
So we delivered a season long flood of TVCs, experiential, content and influencer engagement efforts.
Working off the insight that 99% of NBA fans never make it to an actual NBA game, we landed on the strategy of “Pixel is the plug to the game you love” and then built the whole campaign around creating access to Team Pixel, our star studded roster of NBA & WNBA players, commentators and creators.

The Case Study

It was a sprawling campaign with a lotta pieces that rolled out over a 6 month span.
Here’s an admirable attempt at a holistic overview we put together with 2 days notice for the Clios.

The Greatest Pick Up Game Of All Time

We kicked things off with a FOMO-inducing ode to hoops in its purest form: the pick up game.

This was one of my favs, but the feature UI got changed so it never ran

 

We birthed a few memes, but none hit quite as hard as Glizzy Gone

 

And given the bromance the ensued on set, we pulled a few strings and made a Marvel superhero’s day/month/year/life.

Nobody asked, but Natasha’s tweet really didn’t get the love it deserved IMHO.

 

The Pixel Playground

We then bought the world of our ads to life as an immersive activation at NBA All Star Weekend in Utah, allowing local fans to escape the frigid temps and experience the best aspects of outdoor pick-up hoops cultures from across the country firsthand.

 

The Greatest Watch Party Of All Time

We then showed up for the playoffs and the W Tip Off with a fresh set of ads spruiking the new phone and feature set.

 

Google House Watch Party

And cause girls is players too, we balled out at the WNBA All Star by highlighting female creators in a purpose built activation space, along with putting on a special VIP lounge for the players and their crews.

aaaaand there was a whole bunch more content and social along the way, but I figure you’ve had enough by now, right?