NBA Triple-Double Offer
Social platform innovation proves that NBA fans they get more #withAmex.
Role: Creative Direction
Creative Assets: Twitch takeover and paid social across Twitter, Instagram, and Facebook
May 2021
The Insight & Opportunity
Following the 2020 NBA hiatus and continued live event restrictions due to the pandemic, NBA fans turned to digital platforms in record numbers.
With an exclusive suite of NBA benefits for Card Members, Amex needed to reach fans where they were and, with over 190MM+ tweets about the NBA in 2020 and a 21% year-over-year increase in relevant tweets*, Twitter was the obvious place to be. We already knew, based off a 2019 Twitter brand study, that surveyed Twitter users were 15% more likely to consider Amex over competitors after being exposed to content shouting about our NBA benefits** but with an increasingly cluttered competitive landscape, we needed to show up differently in digital to break through the noise.
The Objectives
Tap into the organic social buzz driven by the 2021 NBA Playoffs & Finals to spread the word that NBA fans get more from the game #withAmex.
Leverage new Twitter functionality and a first-ever partnership with NBA fan-favorite streaming platform Twitch to spread the word about Amex’s NBA Triple-Double 32% offer at NBAstore.com.
Drive brand consideration amongst millennials & Gen Z prospects and Card Members.
The Idea
Collaborating with the NBA brand partnerships manager, I co-led the social platform innovation strategy and partnership brief development with Twitter and Twitch, leading the creative direction for the cross-platform campaign development with Amex’s internal creative team across paid and organic social platforms, digital media, partner editorial placements, and a redesign of the Amex Experiences landing page.
These unique integrations included Twitter’s heart-to-subscribe functionality and sponsored moment, and a first-ever integration with the NBA Twitch stream, both leveraging native user behavior to alert NBA fans of when and how Triple-Doubles in the NBA Playoffs & Finals unlocked a 32% off discount at NBAstore.com for Amex Card Members.
Twitch Takeover
Amex Experiences Landing Page
Amex Experiences Landing Page
The Results
Amex was able to authentically participate in the NBA conversation on social, with a 91% positive/neutral sentiment for Amex during the NBA playoffs.
The Twitter and Twitch partnerships contributed significantly to over 58M+ impressions and 25M+ video views for the campaign creative.
The Twitter Heart-To-Remind integration drove over 620K tweet engagements, with more than 28,000 Amex-branded push notifications sent.
*Twitter Internal Data. US Only. Time Frame: March 1st, 2018 - March 1st, 2019 versus March 1st, 2019 - March 1st, 2020. Data retrieved May 2020.
**Twitter Q4 NBA social content brand study.