At our agency, we specialize in creating high-impact digital marketing strategies that seamlessly blend the physical and digital worlds. Our partnership with Niantic, a pioneer in augmented reality (AR) gaming, focused on the launch of their groundbreaking mobile game NBA All World, an AR experience that revolutionizes how basketball is played by merging real-world environments with digital gameplay.
Niantic, known for global hits like Pokémon Go, tasked us with promoting NBA All World and positioning it as a central topic within hoop culture, leveraging real-world experiences and social media. The game launched in Paris, with global expansion following shortly after. Working alongside the creative agency Dreamspace, we were commissioned to support the digital marketing strategy, from launch videos and out-of-home advertising to social media integrations that helped build buzz across global basketball communities.
A Unique AR Experience: Blending Real-World Metaverse with Live Events
Our goal was to create a campaign that not only promoted NBA All World as an exciting new game but also embedded it into the culture and conversations of basketball enthusiasts worldwide. We focused on leveraging Niantic’s four core pillars—drawing people outdoors, inspiring exploration, encouraging exercise, and fostering connections—to craft a launch strategy that connected the digital and physical worlds seamlessly.
With our team’s successful track record of working on the NBA All World project, we worked closely with Niantic’s marketing team to develop a strategy that highlighted the game’s unique features. Central to the strategy was the integration of real-world metaverse experiences, encouraging players to engage with the game through real-life basketball events, street courts, and urban environments. This approach was critical to positioning NBA All World as more than just a mobile game—it became a part of the physical spaces where basketball culture thrives.
Paris Launch: Leveraging NBA Hype for Global Impact
The official launch of NBA All World coincided with the highly anticipated NBA Paris Game, offering the perfect opportunity to capitalize on the buzz surrounding the event. We designed a robust out-of-home (OOH) advertising campaign that “took over” Paris during the launch, ensuring NBA All World was front and center in the city’s streets, sports venues, and digital billboards.
The OOH campaign was carefully crafted to reflect the game’s blend of AR technology and basketball culture. From larger-than-life visuals of NBA players to interactive digital ads inviting fans to step into the world of NBA All World, our campaign made the game a tangible part of the city’s energy during the event.
To further amplify the launch, we produced a series of launch videos that captured the excitement of the Paris release. These videos showcased players and influencers interacting with the game in real-world environments, promoting the game’s AR features in an authentic way. The videos were edited for various social media platforms to emphasize the global reach of NBA All World, encouraging users from different parts of the world to join the conversation.
Social Media Integrations: Engaging with Hoop Culture
Understanding that hoop culture plays a significant role in the success of NBA All World, we developed a comprehensive social media strategy to immerse the game in ongoing basketball conversations. Through partnerships with influencers, athletes, and basketball content creators, we generated content that highlighted real-world gameplay, streetball environments, and player interactions within the NBA All World universe.
The campaign’s social media content was designed to spark conversations and encourage user-generated content, with players sharing their own experiences with NBA All World on platforms like Instagram, Twitter, and TikTok. This organic engagement helped build a community around the game and ensured it remained a central topic in basketball culture.
Results: A Successful Global Launch and Brand Integration
The launch of NBA All World was a major success, combining real-world advertising, digital content, and social media engagement to create a multi-faceted marketing campaign. Our OOH takeover in Paris generated significant attention during the NBA Paris Game, while the social media strategy built a strong connection with the basketball community, fostering conversations and excitement around the game.
Through our work, NBA All World was able to establish a global presence from its initial launch in Paris, with fans and players alike interacting with the game both digitally and in real-world settings. The campaign seamlessly integrated the AR aspects of the game with the physical spaces where basketball is played and celebrated, making NBA All World a cultural touchstone in the world of hoops.
Conclusion: Blending Digital Innovation with Real-World Experiences
Our collaboration with Niantic for the launch of NBA All World is a prime example of how we can create branded content and marketing strategies that bridge the gap between digital and real-world experiences. By combining AR technology, real-world events, and a dynamic social media strategy, we helped Niantic not only promote their game but make it a part of the global basketball conversation.
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