The Los Angeles Lakers Brand Campaign

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The Los Angeles Lakers Brand Campaign

  1. 1. A Brief Background  16-time NBA champs (2nd most all time)  Huge celeb notoriety always in attendance ( Jack Nicholson, Morgan Freeman etc..)  Noted Hall of Famers -NBA TOP 50 Players -Magic Johnson, Shaq, Kobe Anointed “Hollywood’s team”
  2. 2. Hollywood Nights Campaign  New alternate uniform exposure  Integrate viral videos of highlights w/ team players sporting them  Utilize Facebook& Twitter platforms to optimize views and feedback  Encompass team’s rich history & star power for brand positioning.
  3. 3. Focal Point/ Ad Text  Kobe Bryant, arguably a top 2 player in the league, will be the focal point of our campaign (via Nike)  His Nike coined term “the Black Mamba” will be included with the ad text/idea  Headlining “the Black Mamba & Hollywood Nights” in our ad text will optimize search results and bring about mass brand exposure.
  4. 4. Target Audience  Hoop fans  Focus in on children through adolescents & college fans (Ages 10-24)  West Coast demographic  Plan release of campaign around Christmas time ^ Build sales…Perfect seasonal gift for a fanatic!
  5. 5. Measuring Sales?  Demographic concentration  Suburbs-----Per Southern & Northern California  Cities-------- Per Southern & Northern California
  6. 6. Social Media Platforms  Utilize Viral In-Game Highlight videos & images sporting the Hollywood Nights Jersey via Facebook’s timeline.  Use Ad-Text & trend the “Black Mamba” (Kobe) w/ a memorabilia store link via:  Rewteets/ Favorites  Comments/ Quotes/ Interaction
  7. 7. Sponsors/Budget  LAKER ORGANIZATION SALARY CAP:  Players/Personnel: Roughly $37,000,000  Memorabilia budget: $3,000,000 Kobe’s (focal pt.)- $1,000,000 Nike Sponsorship- $1,000,000 NBA League Allowance- $250,000 Production/Delivery- $750,000(Includes social media)
  8. 8. Measuring Success  Google Analytics  “Pay-per click” method  Daily Visits/ Traffic Types
  9. 9. Summary  Bring a fresh NEW look to the holiday season for avid basketball fans and “Laker-Nation”

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