Objectives

NextVR is the leading way in the future of entertainment and sports broadcasting by bringing live experiences to fans across the world. As the official VR partner of NBA League Pass, NextVR is changing how basketball fans experience live games by bringing them courtside while they sit in their living room.

NextVR is not only reimagining how we view live sports – they are also writing the blueprint for how VR and social media intersect for sports fans across the world. Thier current immersive 3D VR experience for NBA fans is INCREDIBLE and fans literally feel like they are court side when they put on their VR headset. But how do you promote an unbelievable VR experience in the 2D world of social media? Enter NextVR's #NBAinVR social media strategy.

Strategy and Execution

NextVR developed a social marketing model that sets the course for not only their company but the entire VR industry. In 2017-18, NextVR featured all 30 NBA teams within its signature immersive 3D VR experience – including the NBA Finals and All Star Game. NextVR was up for the challenge of promoting incredible NBA VR experiences in the non-immersive environment of social media. Each game was met with a unique social strategy for promoting the #NBAinVR experience across Twitter, Facebook, Instagram and YouTube.

Custom assets developed for NextVR channels included:

- 360° NBA highlight videos for Facebook and YouTube

- 2D NBA highlight videos for Twitter and Instagram

- 2D made-for-social video content promoting #NBAinVR broadcast and NextVR features

- Custom GIFs, Game time Animations, Holiday Animations and Static Graphics

In addition, the NextVR social team members provided live behind-the-scenes social coverage of the NextVR broadcast from NBA arenas.

Live social content examples included:

- Instagram LIVE streams of the NextVR's production truck

- Twitter videos of NextVR on-air talent

- Instagram stories recapping the entire VR production.

Results

NBA social media consumption on NextVR channels, 2017 to present, accounted for over 8 MILLION+ social impressions helping drive significant download and viewership numbers of NBA live games in the NextVR app. Creative social promotion of #NBAinVR experiences also led to the following:

• Significant increase in NextVR app downloads across PlayStation VR, Windows Mixed Reality, Samsung Gear VR powered by Oculus & Google Daydream

• A rise in overall NextVR NBA VR channel consumption: NBA Screening Room, NBA in VR highlights, full game replays & features

• YouTube consistently featured NextVR 360° NBA videos under the "Best of 360°" playlist on their YouTube VR channel (2.8M+ Subscribers)

• Subscribers to the NextVR YouTube channel has surged 280% due to high performing NBA 2D and 360° videos

• Oculus features NextVR's 360° Facebook NBA videos in their 'Explore' VR portal resulting in added impressions and engagements

• NBA social team consistently shared NextVR 360° videos on their Facebook and Twitter resulting in hundreds of thousands of views and engagements

• NextVR platform partners such as Google VR and Microsoft shared content extending the awareness of #NBAinVR

• NextVR teamed up with Fresh Tape Media to create made-for-social videos along side their content creators. This boosted NextVR's Instagram following due to the virality of the videos and a large social following by the creators.

Media