NBA Case Study: Golden State Warriors #DubtheVote

The following is a post from contributor Peter Robert Casey which originally appeared on his DigitalHoopsBlast.com site. Peter is covering all 30 NBA teams in an ongoing series on the same site. This post has been reprinted here with his permission.

The All Star Game has always been a celebration of fans – no matter what sport you are referencing.  Voting for All Stars has changed quite a bit through technology.   It doesn’t seem too long ago that voting was done solely through those punch cards in arena, does it?  Now that it has expanded to voting through the internet, participation and engagement opened up enormously.  All that adds up to a big opportunity for teams to transform this engagement into an experience for their fans.  The Golden State Warriors showed us how can a team get behind their players and activate a fan base.

The Warriors challenged the notion that simply voting for players defines you as the ultimate fan.  No, voting itself is only an entry point to proving your passion (and being rewarded for doing so).  As you’ll see below (or by clicking here), the resulting campaign has fans getting creative to win a can’t buy experience… while also voting for Warriors stars Stephen Curry, Monta Ellis, and David Lee.

The idea is to simply Dub the Vote. Vote for the Warriors via a mobile device while making a “W”.  Submit a photo and the 3 most creative win.  Prizes include an autographed shirt, an autographed ball, and a chance to meet Curry, Ellis, and Lee!

The Warriors created a video (shown below) that explains the process.  This video was shared on Facebook, Twitter, and of course YouTube — plus embedded into their website.

But digital isn’t enough to get fans involved.

The Warriors brought a lucky fan down to the court during a game to #DubTheVote in arena.  I LOVE, LOVE, LOVE this idea because it both gives a cool experience to a couple of fans by heroing them and it creates awareness for the campaign to everyone in arena.  This is a key point because it doesn’t take for granted that fans are aware of this campaign!

Thanks to Golden State for a fantastic example of taking the idea of voting and making it not just about the players but also about the fans!

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