Case Study: NBA turns the Finals into a must-see cultural event with MOCEAN

NBA draws 11M average Finals viewers with MOCEAN

The NBA faced the challenge of broadening the audience for its Finals event beyond core basketball fans. They needed creative that would position the Finals as a major cultural spectacle to attract casual viewers. The vendor, Mocean, was engaged for its strategy, design, and branding services.

Mocean's solution was to reposition the NBA Finals as a global entertainment event on par with the Academy Awards. They developed a gold-forward visual identity, elevated the championship trophy to an iconic status, and created a system of high-end 3D animations for use across all channels. This strategy was a success, resulting in an average of 11 million viewers for the series and a peak of 17 million, making it the biggest Finals audience in five years.

NBA