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ESPN’s NBA Campaign Provides Humorous Assist

NBA stars and ESPN anchors will play it for laughs in a new multimedia marketing campaign to reinforce to viewers that the sports net is the destination for basketball telecasts.


The campaign will include a 17-market tour by a tricked-out recreational vehicle, and a series of commercials depicting anchors Mike Breen, Mark Jackson, Stuart Scott and Michael Wilbon "touring" in the vehicle. In the spots they will interact with basketball stars including Chris Bosh, Carlos Boozer, Baron Davis, Dwight Howard, Jason Kidd, Shaquille O'Neal and Dallas Mavericks (and HDNet) owner Mark Cuban.


New to this year's NBA campaign is an interactive site for fans, www.espn.com/yourNBAdestination (opens in new tab). That will feature areas such as Inside the RV with 40 tour videos created exclusively for the Web; and Your NBA Destination, where fans can follow along and interact the RV all season long.


A print version of the campaign is designed to look like kid's activity books, like the ones given to children to occupy them on long car trips.


The campaign was created by ESPN and Wieden + Kennedy New York and the production company O Positive.


ESPN tipped its NBA coverage Oct. 29, with upcoming doubleheader coverage of the Boston Celtics-Chicago Bulls and the San Antonio Spurs-Portland Trail Blazers scheduled for Halloween.