We collaborated with Wilson, SBB and Jose Calderon to launch Wilson’s latest innovation, the $2500 Wilson Airless basketball! An innovation bound to grab attention. The launch event was at NBA House in Paris, featuring Jose Calderon, Joakim Noah Brittney Elena and of course the SBB boys. It took place right before the 2024 NBA Paris game between the Nets vs. Cavaliers.
OUR STRATEGY
Teamed up with SBB, we aimed to hit the Gen-Z audience with content that felt real and not overly polished. We focused on authenticity, creating two main videos: a walkthrough of the NBA House Wilson experience and a shooting challenge against Jose Calderon using the Wilson Airless Basketball, leveraging the star power at the event to highlight the Wilson’s remarkable innovation.
RESULTS
The videos cut through the noise.
The videos exploded, generating more than 2 million views. The event experience video generated 1.65 million views on all platforms (702k views on Instagram & 946k views on TikTok). The shooting challenge video also performed well, pulling in a total of 455k views (189k on Instagram & 267.7k on TikTok). These efforts enabled Wilson to promote the Wilson Airless ball in a culturally authentic way, connecting the audience directly with the cutting-edge innovation in a unique way.
@sbb_uk THE AIRLESS BASKETBALL?! 🤯 Wilson pulled up to Paris with the Airless basketball and everyone was hyped about it! 🙌 Come along with us for a BTS look from the action @NBA House. #WilsonBasketball #BondedByBall #nbaparis #basketball #sport #hoops #fyp #britishbasketball #foryou #sports #nba #paris #rating ♬ original sound - SBB
@sbb_uk Using Wilson’s 3D AIRLESS BASKETBALL to challenge NBA Legend José Calderón! 🤯 #basketball #sport #hoops #fyp #britishbasketball #foryou #sports #nba #bondedbyball @Wilson Basketball ♬ Rock My World - TYRUS KANE
