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 included
- 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
