Cleveland Cavaliers’ Australia Day

Fan Engagement & Marketing Strategy

Objective:
Develop a unique and fan-engaging marketing strategy that drives revenue for the Cleveland Cavaliers that does not revolve around LeBron James.

Strategy:
4FRONT created an innovative marketing platform for the first-ever Cleveland Cavaliers’ Australia Day that focused on key Australian born athlete Matthew Dellavedova. 4FRONT worked hand-in-hand with the NBA to secure broadcasting on Australia Day and secured an  in-market sponsor from Australian cereal company Up & Go.

Results:
Cavs Australia Day was the number the number one trending topic on Twitter, generated 14.8M social impressions and 930K social engagements, brought in over 300,000 new identified Australian fans to the Cavaliers’ CRM and ultimately earned award-winning recognition by the NBA.

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