CHALLENGE:
The original NBA on NBC partnership was literally the stuff that made for legends. But now 20 years later, the NBA has triumphantly returned to the NBC / Peacock family of networks. The moment demanded a statement-making experience to inspire a new generation of fans to tune in, starting at NBA Tip-Off.
SOLUTION:
- Insight led to inspiration: 30 teams in the NBA. 30 “rocks” for each team. And one iconic 30 at the heart of NBC: 30 Rockefeller Plaza. It was an uncanny balance. “30 Rocks at 30 Rock” was born.
- The program elevated the return of the NBA to NBC into a participatory experience. We transformed one of the world’s most iconic public spaces—30 Rock—into an immersive fan environment celebrating all teams.
- We enlisted 30 artists from across the United States—one from each NBA market—to create seven-foot sculptural basketballs representing home and team, boldly installed at Rockefeller Center.
- Alongside that stunning display, we erected a massive LED basketball court where fans could play in brilliant style—all right outside the famed NBC headquarters.
- rEvolution and NBC delivered six days of shareworthy programming that dominated social media leading up to NBA Tip-Off, including visits from NBA legends, a dunk contest, Nike 3×3 tournament, fan contests, and influencer appearances.
- Resonant amplification across the NBC Universal platforms included TODAY, The Kelly Clarkson Show, Access Hollywood, Nightly News, The Voice, Telemundo, Peacock, and Bravo.
- “30 Rocks at 30 Rock” invited basketball fans to experience the brand physically, socially, and culturally, turning a media launch into a national, shareable moment.
