NBA Finals Activation Experience - June 2024

Overview:

For this experience, I was brought on as a freelance Experiential Production Manager through my colleague Jeff Bardin and his agency The MRKT Co. As the Production Manager for this NBA Finals activation, I played a pivotal role in creating and executing an engaging marketing experience for fans in Dallas, TX who came in to experience Games 3 and 4 of the NBA Finals. This included coordinating the drop-off of this life-sized Larry O’Brien trophy, setup, managing the brand ambassador team, and ensuring the promotional message aligned with the NBA Finals marketing team's goals.

Key Responsibilities:

- Production Management: Oversaw the setup and execution of the activation experience, ensuring all elements were in place and functioning smoothly. We decided to place the trophy at an angel different than intended in order to get the beauty of the American Airlines Center in the background. This led to hundreds of fans coming over to capture an epic moment.

- Team Coordination: Rallied and directed the brand ambassador team, including the team lead and individual ambassadors, to effectively promote the message provided by the NBA Finals marketing team. While it was a hot, Texas day (somewhere outdoors in the 90’s), I was effective in encouraging the team to come through and bring high-energy in order to get more people through this activation.

- KPI Collection: Gathered key performance indicators, focusing on new customer signups for the NBA ID, demonstrating the activation's success in driving engagement and conversions. Metrics were collected and sent at an hourly rate in order to see when we were able to drive the most traffic.

Achievements:

- Successfully managed a seamless activation experience at a high-profile event.

- Led a cohesive and motivated brand ambassador team.

- Contributed to a significant number of new customer signups for the NBA ID.