The Game Ball: Where Sports, Arts, and Social Causes Collide!
During the pandemic, NBB (the most important Brazilian basketball federation), faced a significant challenge by the absence of sports practices not only affected the basketball teams themselves but also caused a decline in awareness of its brand. It needed a creative solution that would not only re-ignite the passion for basketball but also connect with people on a deeper level.
During the pandemic, NBB (the most important Brazilian basketball federation), faced a significant challenge by the absence of sports practices not only affected the basketball teams themselves but also caused a decline in awareness of its brand. It needed a creative solution that would not only re-ignite the passion for basketball but also connect with people on a deeper level.
After careful analysis, we discovered that the basketball community is not solely dedicated to the sport itself. They are also deeply involved in music, arts, and social causes.
Introducing The Game Ball: a groundbreaking campaign that brought together all 17 basketball teams of the league with artists, social causes, and passionate fans. Each team had the unique opportunity to collaborate with a chosen artist to create their own basketball ball, incorporating elements related to a specific social cause.
The excitement grew as all the custom-designed balls were showcased on The Game Ball's landing page, ready for popular voting. Fans and supporters eagerly cast their votes to determine the winning ball, which would be the first ball used in the new NBB 21/22 season.
But it didn't stop there. The Game Ball took on a new dimension as all the balls were auctioned off, with the accumulated value being invested back into the teams' own structures to promote basketball within their respective communities. This created a ripple effect of positive change, empowering the teams to make a tangible difference.
The Game Ball campaign reached over 54,000 new accounts, with more than 200 publication tags using Penalty and NBB social media profiles. The voting process alone amassed almost 70,000 votes. Furthermore, The Game Ball became a focal point for influencers, with over 40 influential accounts participating and amplifying the message. The campaign generated a staggering 137,000 in engagement rate on social media channels, showcasing the profound impact it had on the basketball community.
The Game Ball received extensive coverage on platforms such as ESPN Brasil, YouTube, and local Brazilian TV, further spreading the message of unity, creativity, and social responsibility. What started as a one-time activation quickly evolved into an annual event. The Game Ball became a symbol of unity, showcasing how sports, arts, and people can come together to effect real change.
