July’s Pin of the Month takes a look (pun intended) at Google Glass at the NBA Draft. On June 27th, the NBA Draft was held at the Barclay’s Center in Brooklyn. The second pick in the draft was Victor Oladipo out of the University of Indiana. What made this of particular interest for this blog, beyond my enjoyment of the NBA, is that Oladipo wore Google Glass for the day and leading up to the final minutes before being drafted.
So how are we going to spin this into a branding or digital marketing-related topic you ask? The answer is “very easily”.
From a digital marketing standpoint, Carrot created this month’s Pin of the Month / infographic, building a story through a number of social media stats from the evening. Oladipo was already trending on Twitter hours before the draft started due to reports that he was wearing Glass on his way to the Draft. The infographic takes a look at the number of mentions the top picks received on the night, including Oladipo’s mentions on both Twitter and Facebook, but also from a Vine post that the ESPN-NBA page created. As you will see at the bottom of the infographic, the hashtag #NBADRAFT added up to over 200K mentions on social media sites, and over one billion impressions! Quite the impact and presence for a 4-5 hour event.
The branding aspects come from two elements: 1. Google Glass and 2. The NBA. Both of these entities have done a phenomenal job in branding over the years. Glass remains in its infancy stages and gets a ton of buzz whenever it is unveiled at events. Google is doing a tremendous job of building interest and engagement with future/potential consumers. They are taking these heavily watched events and finding the means of driving awareness to a broad audience.
Under David Stern’s leadership since 1984, the NBA has turned into a global marketing machine. Stern has helped turn around a league that was full of on and off the court problems and built quite the empire. No professional sport in the US, including the NFL, does a better job of marketing its players to the public. The league has also leveraged social media and digital marketing platforms to help engage its base.
If you are interested in seeing more from Victor Oladipo’s NBA Draft experience through Google Glass, take a look at the following YouTube video:
For those unfamiliar with our Pin of the Month series, each month we’ll be posting one of the better infographics, pictures, etc. from our Pinterest page and (over-) analyzing it in a blog entry. What are your thoughts on how Glass or the NBA leveraged the draft to engage with fans and (potential) customers?