How do you shift the perception of the most hated figures in all of professional sports–NBA refs–into some of the most relatable characters in the game?
How do you shift the perception of the most hated figures in all of professional sports–NBA refs–into some of the most relatable characters in the game?
UNCHARTED TERRITORY
The NBA refs were getting lambasted on social media, and they didn’t know the first thing about it. They needed help turning their reputation around. They had an 80% negative sentiment rating on social media.
UNCHARTED TERRITORY
The NBA refs were getting lambasted on social media, and they didn’t know the first thing about it. They needed help turning their reputation around. They had an 80% negative sentiment rating on social media.
Strategy
Humanize the referees. Help the viewing public understand that the refs are humans, and humans aren’t perfect. Position the refs as experts trying to preserve the purity of the game, not villains trying to destroy it.
Strategy
Humanize the referees. Help the viewing public understand that the refs are humans, and humans aren’t perfect. Position the refs as experts trying to preserve the purity of the game, not villains trying to destroy it.
Viral Response
The NBRA Twitter page saw a 20% bump in followers, but most notably, those followers were credible sports media personalities who are now paying attention to the NBA refs.
Viral Response
The NBRA Twitter page saw a 20% bump in followers, but most notably, those followers were credible sports media personalities who are now paying attention to the NBA refs.
Results
The NBRA Twitter page has become a news outlet unto itself. From 5000 impressions in 2014 to 137,000,000 impressions last year (April 15-April 16) We used digital and social media to influence traditional media. Shifted sentiment from 80% negative to [avg] 70% positive or neutral.
Results
The NBRA Twitter page has become a news outlet unto itself. From 5000 impressions in 2014 to 137,000,000 impressions last year (April 15-April 16) We used digital and social media to influence traditional media. Shifted sentiment from 80% negative to [avg] 70% positive or neutral.