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Ahead of launching a new product, EVS signed a partnership with the governing body for world basketball, becoming the ‘official’ video referee for FIBA.
They wanted a way to announce the product - named Xebra - and communicate the partnership with more than a press release and a written case study.
I put forward the idea of doing a 'stunt' with FIBA at the upcoming NAB Show in Las Vegas.
My idea was to put a basketball court on EVS' exhibition stand at the show and install the new system so visitors could see it in action for themselves.
FIBA provided the court and two professional basketball players who spent the show playing with visitors. They could take a shot, immediately watch the replay from several angles and then have that replay emailed to them to share on social media.
Marketing support
Marketing support
In the run up to the exhibition, we sent details to journalists and created a whole host of supporting content and media for the EVSlamDunk events taking place.
We created a landing page, animations and email mail-outs to drive as much foot traffic to the event as possible. I managed the creative and design of all the exhibition stand elements which were needed and ran an online social campaign in the run up to and at the show.
outcomes
outcomes
The event drew a huge amount of attention. My idea generated more than 50 pieces of media coverage in the run up to, and at the event.
We used the event to produce a huge bank of content which was used throughout marketing campaigns for Xeebra for the next year or so.
Social media impressions for EVS saw a massive increase, as did traffic to the website and Xeebra product details.
We even set up a meeting with the head of officiating at the Tour De France who ended up investing in the system for the next iteration of the race.
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