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As a star of the Minnesota Timberwolves, one of the NBA’s more challenged smaller market teams, Al Jefferson struggled to get national exposure. In an effort to change that, he launched a digital campaign. Defining Al’s brand, at least initially, revolved around the nickname of his youth -- Big Al -- and fun interactive elements geared at drawing media attention, and engaging younger fans. When he was traded to the Utah Jazz in the summer of 2010, however, it became clear that Al would have the spotlight on him in a way he never had over the course of his career. As a result, we travelled to his hometown in rural Mississippi, filming a series of videos and interviews over a week as he conducted a series of community service events. Working with the Jazz, the resulting content was distributed not only through Al’s own web site, but also through Utah’s web site and by extension, NBA.com. The exposure allowed a far greater audience to become acquainted with Al, and formed the basis for his social media properties, which are currently being grown. Services IncludeBranding Strategy |
ClientAl Jefferson, Utah Jazz |
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