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Group745
Group745
Group745
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Group745
Creative in association withGear Seven
Group745

Dave East is the Last Draft King in Final NBA All Star Weekend Video

21/02/2022
Advertising Agency
New York, USA
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Series from VaynerMedia saw three hip hop artists produce videos covering basketball culture

On Friday, February 18th (the first day of the NBA’s All-Star weekend), DraftKings launched their final music video ‘Bet It’ written by Dave East as part of their three-part video series designed to drive relevance for the brand amongst their consumers who are passionate about basketball and hip hop culture. 

The strategy and creation of the NBA Music Video series is a non-traditional approach to reach consumers. To break through and reach them in a distinctive way, the brand partnered with three hip hop artists who are rising in popularity to create and release three separate music videos. The first song 'Draft King' by Polo Perks launched in October and the second 'Draft Kings' by Fresco Trey launched in December of last year. 

It’s evident this approach is already working and resonating in culture as 'Draft Kings' has been selected to be the soundtrack for the popular video game NBA 2K22. 

Furthermore, what’s different about this campaign is that this isn’t 'brand content' made to feel like a music video. These were actual music videos where the artist leveraged their own artistic freedom to create a song relative to DraftKings and basketball culture.

Plus, to remain authentic with music drop culture, DraftKings asked the artists to launch their respective songs on their own social channels (rather than the brand’s) exemplifying the non-traditional approach. 

This campaign was created in partnership with DraftKing’s creative and media agency VaynerMedia. 

Credits
Work from VaynerMedia North America
The Unraveling
Scott Bath
10/04/2024
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