A scavenger hunt for the launch of NBA ALL WORLD!
For the launch of the NBA All-Word mobile game in France, Niantic called on TANKE to come up with a series of concepts and deploy an outstanding influence marketing strategy in the world of basketball in France.
We devised a campaign in the form of a treasure hunt in Paris, with several steps to complete in order to win tickets for the NBA Paris 2023 match between the Detroit Pistons and the Chicago Bulls, as well as other NBA ALL WORLD goodies. A real adventure where reality and digital merge, becoming a real NBA star, creating your own team and collecting all sorts of collectibles. The activation increased and consolidated Niantic’s brand awareness and credibility in France, encouraging people to download the application and play it regularly. The activation saw many basketball fans, and not just, in the flaming time for NBA in Paris, download the app and complete all the steps for a chance to win tickets for the match.
Influencers such as Brisco, Boris Becker, Pierre Croce, Tuvok, Unseemsamy and Laura Kechichian helped us to raise awareness and engage a community of basketball and NBA fans for the launch of the app.
The impact of our campaign was incredible! Not only did we manage to create a memorable experience for basketball fans, but we also generated a lot of buzz on social networks and in the media. Participants shared their experiences on Instagram and TikTok, enabling our campaign to reach an even wider audience. Finally, the real success of the campaign can be measured in terms of commercial results. Downloads and followers have increased significantly and awareness of the NBA ALL WORLD (Niantic) brand in France is now well established. We are proud of this campaign, which combined technology, creativity and influence to achieve our objectives.
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