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TracFone - Straight Talk Area 21

Straight Talk Area 21

 

 

 

THE ASK

TracFone Wireless brand, Straight Talk Wireless, tasked us with creating a branded integration that went beyond a traditional “brought to you by Straight Talk Wireless” sponsored segment in order to generate awareness and conversation around the brand.

 

THE PASSION

We capitalized on one of the target audiences’ known passion points – basketball – and their media consumption habits to authentically connect with consumers.

 

THE ACTIVATION

We negotiated and executed two groundbreaking franchise partnerships on Turner’s new basketball live show, Area 21, hosted by former NBA star Kevin Garnett on Inside the NBA. The 5-week custom content program featured Garnett, unfiltered, joined by special guests from the worlds of entertainment and sports. This gave fans a fresh look at the game from their unique perspectives.

Content included several 90-second superpods to extend the conversation about relevant basketball “hot topics.” Kevin Garnett’s approach to his platform, which is all about giving it to his audience straight, tied directly back to the brand presence and its internal tagline “Talk Straight To Me.” Content from AREA 21 was distributed across multiple platforms including NBA on TNT, Bleacher Report, custom AREA 21 and @NBAonTNT social handles, and YouTube. 

45M+

impressions

6%

increase in website traffic

1.2M

social engagement

OSEP

integration