Case Study: Camp + King achieves +84 Net Sentiment and 91.9M impressions with NetBase Quid

Camp + King Uses Netbase to Showcase Success With the Sacramen to Kings

Camp + King, the agency behind the Sacramento Kings’ rebrand for the new Golden 1 Center, faced a last‑minute crisis when colorless renderings of the new logos leaked two days before the official launch. The leak drove a spike in social conversation and pushed Net Sentiment to –37%, raising concerns that fans would see the redesign as insignificant, tone‑deaf while the team underperformed, or inauthentic.

Using the NetBase social analytics platform, Camp + King drilled into the conversation to reveal that negative reactions stemmed from team frustration, management criticism, and the mistaken belief the colorless designs were final. They opted not to preemptively explain the logo, instead amplifying the official launch messaging about city pride; the campaign shifted to +84 Net Sentiment, a 10x increase in brand conversation, 91.9M impressions, and 100 new influencers identified.

Camp + King

José Higuera

Creative Strategist