NBA on ESPN RV Tour hits road for postseason
The “NBA on ESPN RV Tour,” a mobile marketing promotion for ABC and
ESPN’s NBA coverage, is continuing its cross-country journey into the
postseason. The RV, in which ESPN personalities “travel” to games in
ESPN’s NBA on-air promotions, will be on-site at the Eastern Conference
Finals and NBA Finals (beginning with Game 1, Tuesday night in Boston),
which will air exclusively on ABC and ESPN.
Executed by rEvolution, a Chicago-based sports marketing and media
agency, the NBA on ESPN RV Tour started its trip in January as an
integrated marketing effort to promote ESPN and ABC’s expanded NBA
television coverage, which aired games on Wednesdays, Fridays and
Sundays throughout the ’07-’08 season. In all, the RV has crisscrossed
its way across the country this season, making more than 20 different
stops, from LA to Chicago to Boston.
“The NBA on ESPN RV tour has allowed us to truly connect with fans both
online and on site at the games,” said Jeffrey Gonyo, Senior Director,
Marketing, ESPN. “Our television audience for this season was the
largest we’ve seen since we re-acquired the NBA prior to the ’02-03
season and we hope to ride that wave of momentum through The Finals.”
NBA fans will have the opportunity to tour the RV, parked in a prominent
location of the hosting arena, as well as participate in activities such
as a free throw and “knock-out” contest, photo stations, and interactive
trivia kiosks. ESPN-NBA branded premiums, such as mini-basketballs,
t-shirts, and headbands will also be given away at the RV.