PHILA UNITE
The 2018 Philadelphia 76ers' Phila Unite playoff campaign, three years in the making, marked a groundbreaking moment in sports branding. Enduring a five-year playoff drought, the team's deliberate approach, known as "the process," faced criticism but found hope with young talents Joel Embiid, Ben Simmons, and Markelle Fultz. Quickly securing a spot in the NBA Playoffs, the team launched the Phila Unite campaign, integrating a three-year strategy to rally the city.
The 76ers needed a branding and marketing campaign to bring in a new era of Philadelphia basketball - Phila Unite was born.
CAMPAIGN SUMMARY
Inspired by Benjamin Franklin's historic call to "join or Die," the campaign featured strategically placed murals by local artist Glossblack, generating anticipation and social media buzz. The immersive experience extended online through PhilaUnite.com, while events and partnerships with local celebrities further amplified excitement. The results were impressive, with sold-out arenas, a social media explosion, and heightened visibility for corporate partners. Following a prolonged playoff hiatus, the 76ers reemerged onto the scene, transforming into a compelling national narrative.
Overview
After three years in development, the 2018 playoffs presented the perfect opportunity to unveil the Philadelphia 76ers' Phila Unite playoff campaign to the world. This initiative stood out as one of the most extensive and all-encompassing branding, marketing, culture, and media campaigns ever undertaken by a sports team.
Enduring a five-year playoff drought and weathering criticism for their deliberate approach known as "the process," the team found hope for the future. A trio of young talents—Joel Embiid, Ben Simmons, and the #1 overall pick, Markelle Fultz—instilled optimism for the future. Surging quickly, the team secured a spot in the NBA Playoffs.
Amidst a city abuzz with excitement, the 76ers sought a campaign that seamlessly integrated their three-year strategy and rallied the city for what everyone anticipated to be a prolonged championship pursuit. The campaign had to embody grit, stay true to Philadelphia's spirit, and encapsulate the moment's significance.
The 76ers launched the Phila Unite playoff campaign.
The Culture
Philadelphia boasts a rich history and a deep connection to basketball, and we seized the opportunity to blend these elements, sparking enthusiasm among our fans and creating a rallying point for all Philadelphia 76ers enthusiasts.
The 2018 playoff run served as the backdrop for this campaign, highlighting the unity of Philadelphia. We aimed to align the brand with the city's core, drawing inspiration from historical figures like Benjamin Franklin. We centered our concept around Franklin's 1754 call in the Pennsylvania Gazette for the American Colonies to "join or Die" against the French and Native Allies. This declaration evolved into the central theme of our campaign: "Unite or Die," giving birth to the "Phila Unite" Playoff Campaign.
Collaborating with local street artist Glossblack, we strategically placed murals in key locations. Before the official launch, we unveiled these murals at night, each featuring the 76ers logo, the Snake, and a rallying cry to "unite" different parts of the city, such as "West Polar Unite" and "Fishtown Unite."
These murals generated anticipation and discussions about the next location, fueling social and local media buzz and setting the stage for the official campaign launch. We partnered with local celebrities associated with the city, including Questlove, Ryan Hoskins, Dawn Staley, Bernard Hopkins, Carli Lloyd, and others, to amplify the excitement around the 76ers' playoff journey.
To bolster the campaign's online presence, we introduced PhilaUnite.com, a branded microsite. Fans, celebrities, and players could personalize their "Phila Unite" content, choosing from 10 overlays, which they then shared on social media.
Teaming up with local musicians, celebrities, and athletes, we encouraged engagement with PhilaUnite.com, attendance at games, and support for the 76ers throughout the playoffs. Our dedicated team of over one hundred employees distributed Phila Unite merchandise across the city as part of our grassroots efforts, including shirts, decals, bumper stickers, towels, and hats.
Before each playoff game, we organized Phila Unite events featuring music from local artists within walking distance of the arena, rallying fans before tip-off. Once inside the arena, the immersive experience continued, with Phila Unite branding visible on the concourse, the court, and throughout the building. "Phila Unite" emerged as an invigorating battle cry and immersive experience for all 76ers fans.
The Results
The Cleo award-winning campaign sparked fans' enthusiasm, resulting in sold-out arenas, a social media explosion, and heightened visibility for our corporate partners. Following a prolonged playoff hiatus, the 76ers reemerged onto the scene, transforming into a compelling national narrative.
