Converse and MTV2 collaborate on a branded entertainment project called Band Of Ballers – a celebrity three-on-three basketball tournament that brings hip hop stars to the court.
Some of music’s hottest rappers will fight it out on 17 August for the 2011 ‘Golden Speaker Trophy’ – the third year thee tournament has been held – with MTV News correspondent Sway hosting the event, Bobbito Garciaa providing commentary and DJ D-Nice providing the music.
The games will be shown on MTV2 and episodes are put up online for music and sports fans to catch the action. With additionaal access and coverage on paltforms ranging from YouTube and Tumblr to the brand’s own websites.
This year’s tournament will see the likes of Matt & Kim, Wiz Khalifa, Chiddy Bang and Jim Jones challenge one another on the court
A collaborative partnership that sees both brands develop their own quality content and use their own skills and heritage to fuse basketball and hip hop to provide a unique product.
Comment:
This kind of high profile, unique and niche offering ought to cut through the increasingly cluttered world of branded content.
While some other brands create video/TV content with the simple maxim ‘If you’re doing it, film it’, Converse understands that its own entertainment needs to be high quality, with star names and real cachet to pull in a meaningful audience and to benefit its position.
And by collaborating with a media provider, together they can create compelling content and amplify it to reach the right target audience.
Links:
http://play.converse.com/blog/2011/08/17/band-of-ballers-2011/
http://www.mtv.com/shows/band_of_ballers/series.jhtml#moreinfo
http://www.tumblr.com/tagged/band+of+ballers
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