NBA launches ‘Pobre Garganta’ campaign.

On April 14, the NBA will make history with the debut of the “Pobre Garganta” campaign, which is the NBA’s first major Hispanic targeted campaign under the “éne*bé*a. este es tu juego” brand communications platform.

“Pobre Garganta” literally translates to “Poor Throat”, and it was designed to showcase the excitement and intensity of the NBA Playoffs.  

The genesis of this campaign is rooted in the excitement that Latinos bring to the game, especially during the playoffs and finals. As some of the league’s most avid fans, “Pobre Garganta” recognizes Latino fans as being some of the most vocal and passionate enthusiasts.

Four spots were created for the campaign that will be aired in the following order.

Playoffs (promoting that the Playoffs begin in April and continue in May)
Copy Room
http://dmmx2.nba.com:8080/nbae/footage/footage_dr_ene_be_a_copy_room_1500.wmv>

Video Game”

Finals (promoting that the Finals begin in June)

Subtitle
http://dmmx2.nba.com:8080/nbae/footage/footage_dr_subtitles_ene_be_a_1500.wmv>

Text

The campaign will run on Spanish-language TV during the post season on Univision, Telefutura, Galavision, ESPN Deportes, Fox en Espanol and Discovery en Espanol.   The league will use its social media assets to spread the campaign virally through interactive media that will be placed on Univision.com and nba.com/enebea.

Radio Spots will run on different assets of the various teams in the playoffs throughout the country.