The Situation
For the 2025–26 season, the NBA introduced Disney+ and Amazon Prime Video as new streaming partners alongside Cignal. The task: make media and key opinion leaders (KOLs) more familiar with all three partners and their NBA content.
The budget was tight. The goal wasn’t a massive press event but an intimate VIP gathering that would give each guest a feeling of exclusivity, strengthening relationships that translate into ongoing coverage.
THE APPROACH
Phase 1: Event Concept & Logistics
Designed an intimate VIP gathering focused on exclusivity over scale. Pinpointed the most logistically sound location within a tight budget.
Phase 2: Guest Curation & PR Kit Development
Curated 22 select media and KOLs. Developed the NBA Watch Kit: custom-made vinyl PR kit box designed by M2 creatives, housing gifts from NBA PH and all three streaming partners.
Phase 3: Event Execution
Executed the VIP event with all 22 attendees. NBA Watch Kits served as conversation starters and content-worthy deliverables, generating organic social sharing.
THE RESULTS
- 22 Select media and KOL attendees at VIP gathering
- 9 Pickups generated from the intimate event
- PHP 390K Earned media value from targeted coverage
Campaign Highlights:
- Custom NBA Watch Kit designed by M2 creatives became event highlight
- Gifts from NBA PH and all three streaming partners: Disney+, Amazon Prime Video, and Cignal
- Intimate format strengthened individual media relationships
- Five-year M2-NBA partnership leveraged for intentional execution
THE TAKEAWAY
Not every campaign needs scale. Sometimes the most valuable media outcome is a room of 22 people who leave feeling like insiders. The NBA Watch Kit gave them something to unbox, share, and remember.
- Industry: Consumer Retail
- Service: PR & Digital Campaigns
- Solution: For Enterprise
FREQUENTLY ASKED QUESTIONS
Why did the NBA choose an intimate gathering over a large-scale press event?
Budget and objective. The goal wasn’t mass reach. It was deepening relationships with a curated group of media and KOLs who would provide ongoing coverage of the NBA‘s streaming partnerships. An intimate VIP format gave each guest a feeling of exclusivity and personal attention that a large event simply can’t replicate.
What were the NBA Watch Kits?
Custom-made vinyl PR kit boxes designed by M2’s creative team, housing curated gifts from NBA Philippines and each of the three streaming partners: Disney+, Amazon Prime Video, and Cignal. The kits were designed to enhance each recipient’s NBA viewing experience and served as both a conversation starter during the event and a content-worthy deliverable that guests shared on their platforms.
How long has M2 worked with the NBA in the Philippines?
M2 has been the NBA‘s media and PR agency in the Philippines for five years. This long-standing partnership allows us to build on existing media relationships and execute with a deep understanding of the brand’s positioning, tone, and stakeholder landscape.
How do you measure success for a relationship-building event?
Beyond the standard metrics of pickups (9) and media value (PHP 390K), we measure success by behavioral indicators: did media attendees engage with the content, share the PR kits organically, and build familiarity with the streaming partners? For relationship-building events, the coverage pipeline they create in the months that follow is often more valuable than the day-of results.
Ready to build your next campaign with a team that delivers? Let’s talk.
