Working with Turner PR, Collective Licensing International, which owns Above the Rim, launched a campaign this week around Detroit Pistons player Will Bynum. The “Dunk Like Will” campaign went live on the Above the Rim Facebook page to entice fans to submit videos of their dunking skills. The fan with the best dunk wins a prize package that includes a flat screen TV, a Nintendo Wii, and EA Sports NBA Jam for Wii.
“Anyone paying attention knows if you want to target the younger basketball fan social media needs to be at the front edge of what you do,” said Eric Dreyer, VP of brand management at Collective Licensing. “We want to grow the relevancy of the brand and connect what we're all about back to the product.”
Above the Rim also partners with Minnesota Timberwolves player Martell Webster who will debut his signature Above The Rim shoe, Elevate MW5, in the spring. Jill Smith, who heads social media at Turner PR, said later this year the brand will look to launch an online campaign with Webster as well.
“Internally the brand wanted to highlight the NBA player association without doing an advertising campaign. They wanted to do something more out of the box and interactive,” Smith said.
In addition to the Facebook campaign, Above the Rim will also launch a grassroots campaign this month. Called the ATR Project, the campaign enlists the help of ambassadors in New York, Seattle, and Los Angeles to set up grassroots efforts to build basketball and life skills in each community.
“Regionally-focused campaigns are a big PR and brand strategy,” Smith added. “Rather than compete with Adidas and Nike the goal is to bring authenticity to the brand and build local connections.”
Smith said the ATR Project will expand to other regions later in the year.