Jingle Hoops, Jingle Hoops, Jingle all the Way!
Comments(4) Although in the United States thanksgiving hasn’t even occurred, several companies have released Christmas advertisements already, the National Basketball Association being one of them. The NBA host a Christmas Day game for their fans of all the best players. This event has been called by some as a “mini-super bowl of ads” as many companies advertise during this watched event. Although the NBA receives money from some advertisements and the sales from tickets, they created a new line of uniforms for fans to purchase the solid team colour “BIG Logo” jersey. This year’s NBA advertisement for the special edition Christmas Day jerseys is called “Jingle Hoops.” Each of the players in the ad is wearing their respective team BIG Logo jerseys. This is the second year that the NBA has done an advertisement like this. Last year’s “BIG:Color” advertisement involved 5 famous NBA players dribbling to the tune of carol of the bells.
Christmas BIG Logo Jersey
The “Jingle Hoops” commercial was released on November 14th and in the first two days has received close to 4 million views. The combination of skills and basketball with the spirit and tune of “One Horse Open Sleigh,” creates an effective and entertaining advertisement. Having LeBron James, Kevin Durant,Derrick Rose,James Harden,Steve Nash and Stephen Curry affects the consumer decision process,specifically social factors in the aspiration reference group. NBA has also expanded the product line to warm-up gear and basketballs,and therefore allowing consumers to choose exactly what they want or purchase several.
The NBA wants to maximize their consumer base and will show the ad across the league’s broadcast partners as well as internationally in regions such as China, Europe, Mexico, Brazil, Africa and Middle East. (1)
While reading through comments and posts on several websites, I noticed that many individuals really enjoyed the ad but do not like the sleeved jerseys. This could potentially cause a decrease in the sales. However, for the consumer segment that just watches the NBA and not necessarily play the sport, the design might not affect their decision and would still rely on the aspirational social aspect.
(1) http://www.nba.com/lakers/releases/131114biglogo_uniform
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