Our strategic solution was nerdy, but perfect. During preplanning, we uncovered these XML data streams on NBA.com, which the league generated for its broadcast partners, that captured, in real-time, current scores, stats, game times – basically, everything. This was raw yet highly standardized data. Knowing that RSS applications could take XML data and translate it into engaging, interactive content, we crafted a suite of RSS-enabled digital applications that took this data, parsed the necessary information, and generated consumer-facing media that was always as specific and urgent as possible. We created 30k banners, rich media banners, VideoEgg units, AIM skins, interactive OOH units, and digital OOH bulletins. Since the XML data was in real time, our media was in real-time as well. We also solved our trafficking and deadline problems: we no longer had to provide thousands of discrete executions – instead, we provided singular units, with thousands of possible executions.

We had concrete, quantifiable, and non-fudgeable success metrics to benchmark and evaluate the impact of our communication activity: Nielsen ratings. And our media strategy was singularly derived from this one business objective: get more people watching more basketball. As a result of our campaign, ratings for the entire 2008 NBA postseason (Playoffs and Finals) were the highest since 2003, particularly against our primary media target of M18-34:ESPN Playoffs: M18-34 up 55% YOYTNT Playoffs: M18-34 up 30% YOYABC Playoffs: M18-34 up 41% YOYABC Finals: 18-34 up 61% YOY