With more televised NBA games and coverage than any other network, ESPN is the foremost network for all things basketball. This campaign was designed to connect with hoops fans and remind them that ESPN is the ultimate NBA destination.

From a season-long road-trip, featuring an RV packed with our ESPN analysts and NBA stars, to a downloadable interactive basketball world, each execution paid off the “destination” theme and our belief that that whereverthe game goes, ESPN is there.

TV launched the campaign with spots featuring NBA all-stars and our own ESPNtalent traveling in an RV from game to game. From there, our NBA on ESPN RV visited nearly every ESPN/ABC telecast, parking outside each arena to interact with fans, while a micro-site (yourNBAdestination.com) helped fans keep up with the RV tour online. The main feature on the site was a downloadable interactive 3D basketball world we created in partnership with Google Earth, called NBA Earth. which let fans explore hundreds of the game’s greatest destinations. Interactive rich media banners, featuring Bill Walton, helped drive traffic to the site.

Despite a small media buy supporting yourNBAdestination.com, the microsite has received over 170,000 page views in its first month. More importantly, the campaign has increased awareness and affinity of the network’s coverage of the league. And through March overall ratings have risen close to 10% from last year, compared to Turner’s (competitor) rise of 2%, and ratings amongst the coveted 18-34 male target have risen an astounding 35%.