McDavid, the leading provider of sports medicine products and protective gear, needed to increase awareness, provoke engagement, and build buzz during the launch of their updated, more modern brand identity.
McDavid and basketball both have deep roots in Chicago’s hardwood and concrete courts, with the sport embodying the brand’s values of authenticity, honesty, and soul. A branded experience for influencers would generate positive brand sentiment and cement legitimacy and credibility with relevant communities, online and off.
Plan B developed a 360-degree experiential program—the McDavid First On, Last Off Basketball Tournament. This pro-am competition was hosted and attended by over 80 European professionals, NBA development league players, and NCAA Division I athletes. The two-day tournament created buzz, reached over 1 million people via participants’ social media that weekend, and built brand credibility among influential Chicago basketball communities as well as generated branded content as a tool for engagement across social networks.
With McDavid’s competitive share of social web quadrupling to 20% that month and reaching over 1.26 Million people, it’s clear this event was a total score.