Through the help of a successful 2012 off-season the Brooklyn Nets re-branded its franchise successfully by moving from New Jersey to Brooklyn. Despite a first round loss in the playoffs to the injury depleted Chicago Bulls, the Nets were able to re-brand themselves from lovable losers to perennial winners.
According to Forbes, the New Jersey Nets were listed as No. 14 in 2012 on the list of highest valued NBA franchises at $357 million. After the full transformation into the Brooklyn Nets, the team is now ranked No. 9 and is valued at $530 million.
The Nets didn't just create this overnight sensation out of nowhere, they used social media to market their new brand. Through twitter the Nets began targeting their social media audience with #HelloBrooklyn. The #HelloBrooklyn campaign stormed the twitter-verse and caused excitement for the city's newest team. The #HelloBrooklyn campaign was also used to crowd-source a homemade Brooklyn song that would become the Nets new anthem.
The use of twitter was able to create the basis for a new-found fan base.
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