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 LeBron James

Case Study

unique out of home advertising for lebron james
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Fans from Philadelphia, NOLA, NYC and Sacramento joined the courting game through strategic billboards, reaching 10M+ consumers on social and gaining 77.6M+ total press impressions. Once LeBron signed with the Los Angeles Lakers, Lakers fans celebrates with a billboard and other markets react to his decision, reaching over 433.8k consumers in 48 hours and gaining 50k press impressions.

Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

After rumors surfaced in February that LeBron James would become an unsigned free agent, Philadelphia 76ers fans put up billboards to court LeBron on his route to practice in Cleveland to join their team. The social and press buzz that sparked as a result of the witty and timely billboards, encouraged other markets to do the same.

Details

Market – NY, Philadelphia, Los Angles, Dallas, San Francisco, Chicago, NOLA, Sacramento, Miami, Houston

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Rational

Fans across the country wanted to join the conversation around LeBron’s free agency to ultimately entice the star player to join their team for the next basketball season. By placing the billboards in strategic locations, such as on his route to practice in Cleveland and near arenas, and using clever taglines and social-worthy hashtags, the billboards sparked a battle to influence LeBron’s decision.

Results

Fans from Philadelphia, NOLA, NYC and Sacramento joined the courting game through strategic billboards, reaching 10M+ consumers on social and gaining 77.6M+ total press impressions. Once LeBron signed with the Los Angeles Lakers, Lakers fans celebrates with a billboard and other markets react to his decision, reaching over 433.8k consumers in 48 hours and gaining 50k press impressions.

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