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As a league partner, Cisco has activated at the NBA Draft for nearly a decade. Their innovative technology has helped connect the global media to the players following their selection on Draft Night for years, but here was a desire to go bigger and bolder in 2017.
Cisco was after a new, fresh idea to incorporate as a part of the NBA Draft. The goal was to tell a story and create buzz across digital platforms while raising awareness of Cisco technology and reaching a new audience. We saw an opportunity for them to get outside the industry “bubble” and insert themselves into the larger conversation on Draft Night.
Cisco’s existing relationship with Jimmy Kimmel Live! presented an interesting opportunity, as their technology already powered the Wall of America. We identified this as a natural fit for the NBA Draft and leveraged the relationship to introduce the No. 1 and No. 2 overall picks to America.
With Guillermo onsite in Brooklyn, Jimmy Kimmel interviewed Markelle Fultz and Lonzo Ball from Los Angeles. Jimmy was able to introduce the newest NBA stars to the entire country using Cisco technologies, specifically Cisco TelePresence and the Cisco Wall of America.
Overall, the activation was a memorable, cost-effective way for us to make a splash in a crowded environment by leveraging existing relationships.
We stepped outside of the client’s traditional audience and into a larger conversation, all the while showcasing Cisco technologies and the unique way they are able to connect NBA stars to their new fans.
