Our #IAMLA digital/social campaign kicked off with a :60 spot, followed by a series of fan & player-centric videos, designed specifically for the Lakers social channels and Staples Center Jumbotron. A nostalgic spot speaks to the legacy of the Lakers in LA while our inspirational versions celebrate the new generation. These assets have received more social engagement than any other content series in Lakers' history.
Our social strategy took a bold step away from the corporate look of the Laker's past, and focus on embracing the diversity of LA's youth. We would celebrate every individual, as being an essential part of Los Angeles and the Lakers. Our social positioning would become the title of our campaign... "I AM LA"
TOTAL IMPRESSIONS: 50M
TOTAL MEDIA VIEWS: 5.3M
TOTAL ENGAGEMENTS: 7M