NEW YORK, May 26, 2016 – The Chicago Bulls were presented yesterday with the inaugural NBA Team Digital Content Award by the National Basketball Association (NBA) at the league’s Sponsorship, Marketing and Digital Workshop in Austin, Texas.
The award celebrates outstanding team-produced content. The league invited each team to submit its best digital content from the 2015-16 season, and team executives voted for the top program.
The Bulls won for their innovative content series with longtime partner BMO Harris Bank, which utilized stop-motion animation and the expertise of local stop-motion artist and filmmaker Travis Brooks. The team targeted Vine and Facebook as effective platforms for the content series, which featured 10 creative, non-game-action pieces of content which were integrated into the Bulls’ 50th Season Celebration. Featuring the team’s mascot, dancers, fans, logo and various behind-the-scenes shots of the United Center, the campaign provided an entertaining glimpse into the rarely seen side of the organization.
"The Bulls created an innovative campaign that truly captured the spirit of the team beyond the court," said Amy Brooks, NBA Executive Vice President, Team Marketing & Business Operations. "The team developed entertaining content using Benny the Bull and others that inspired people to watch their short form content over and over on social media."
The fan response on social media was overwhelming. The 10 videos posted on Vine received more than 2.6 million loops, and the seven videos posted to Facebook combined for over 4 million views.
"This innovative Vine series is a great example of how a team can work with a partner to develop creative and engaging content," said Susan Goodenow, Chicago Bulls Vice President of Branding & Communications. "This content was tailored specifically for digital, seamlessly integrated a partner - BMO Harris Bank - and was made locally with a Chicago-based filmmaker. These factors, along with a rigorous attention to detail during the production of each Vine, came together to create an incredibly successful campaign that engaged our fans."
"Since becoming the official bank of the Chicago Bulls in 2007, BMO Harris Bank has always been proud of our partnership," said Justine Fedak, BMO Harris Bank Senior Vice President and Head of Brand, Advertising and Sponsorships. "This award recognizes the fun and exclusive content that the Bulls create to better engage their fans around the world using new forms of media and message delivery. We congratulate the Bulls on being ‘Best in Class’ among their NBA peers."
#1 – Opening Night – "The Introduction"
Fans join in to help introduce the #BMOVineaBulls series
#5 – 80s Night - "Bust a Move"
You’ve never seen someone put on a t-shirt quite like this before.
#6 – Valentine’s Day "Happy Valentine’s Day"
The Luvabulls give Bulls fans a never-ending box of chocolates for Valentine’s Day
#7 – 90s Night - "The Statue"
The 90s night pinstriped throwbacks have some interesting side effects on Benny the Bull