*2016 Marketing Awards – Silver
*2016 MIAs – Silver, Bronze
*2016 CMAs – Gold, 2 Sliver, Bronze
BMO was a major sponsor of NBA Canada. With All-Star 2016 coming to the 6ix, BMO wanted to “score” big with basketball fans. What better way to experience All-Star weekend than through the POV of a ball.
Meet the BMO Ball-Star – the first ever spokes-ball.
The campaign included TV, online videos, social posts, NBA.com takeovers, in-branch digital ads, a fan activation and a remote control Ball-Star that interacted with fans and NBA stars. Everything directed people to #BMOBallStar.
The Ball-Star also took over BMO’s Twitter account, including live-tweeting during All-Star Saturday and Sunday night. #BMOBallStar became one of the top trending hashtags in Canada.
We created a series of tongue-in-cheek videos featuring the BMO Ball-Star being his baller self.
The BMO Ball-Star even sat down with former Raptors play-by-play man, Chuck Swirsky.
We live tweeted all weekend long from the Ball-Star’s perspective, including during the skills competition, 3-point contest, slam dunk contest and the game itself.
The Twitter takeover slammed industry benchmarks in just 2 days, including an overall engagement rate of 18% (vs. a goal of 3%) and over 500,000 mentions. Twitter now uses the Ball-Star takeover as a global best-in-class case study.