Basketball stars and style go hand-in-hand, and forward of tonight’s WNBA season tip-off, Google debuted a brand new marketing campaign showcasing new methods to search as gamers showcase their “tunnel fits.”
A 30-second spot that includes stars similar to Kelsey Plum, DiDi Richards, Diamond DeShields, Arike Ogunbowale, Kahleah Copper and extra will debut tonight on ESPN throughout the Phoenix Mercury and LA Sparks match-up.
In 2022, Google searches for “WNBA fashion” greater than doubled, and the corporate noticed a possibility with the league’s exploding reputation, particularly after the WNBA is coming off its most-watched season in 14 years.
Done internally by Google’s Creative Lab Team, “WNBA Game Day Fits” is a part of the upcoming “New Ways to Search” marketing campaign highlighting new options in the Google search app. The spot exhibits trendy stars arriving on sport day and illustrates how followers watching can simply search outfits the gamers are carrying.
“When it came to bringing this to the WNBA, athletes’ elaborate game day outfits were a perfect match—this was confirmed by Search interest, which showed that searches for ‘WNBA fashion’ had doubled last season compared to the prior season,” Marvin Chow, vp of worldwide advertising at Google, advised Adweek.
Opportunities for manufacturers
Google is in its third yr as a WNBA Changemaker—a marquee sponsorship program designed to assist the league overhaul its enterprise—and Chow stated that this season, the corporate desires to put extra of a highlight on gamers themselves.
“It was exciting to work with and feature players who have been at the forefront of advocating for equity in women’s sport and growing the reach of women’s basketball,” stated Chow.
The spot is a component of a bigger marketing campaign that can roll out in the approaching weeks. Google and Plum already had an present relationship, and the corporate will probably be creating extra content material with the Aces star. Google may also be collaborating with ESPN all through the season and can increase ESPN WNBA Countdown into the common season this yr.
“The WNBA provided the opportunity for Google to have real impact, and we’re proud of our work with the league and ESPN to televise more games and shine a light on amazing athletes who don’t always get the attention they deserve,” Kate Johnson, Google director of worldwide sports activities, media and leisure advertising, advised Adweek. “The wealthy tradition of the league, gamers and the various dimensions of fandom enable us to reveal Google Search’s significant position in serving to followers and gamers alike dive deeper into all facets of the sport they love.
Google’s new marketing campaign is the newest instance of a Changemaker elevating its dedication to the WNBA. The tech firm had already partnered with ESPN to convey extra video games to nationwide tv, and this yr the league could have a historic 205 reside broadcasts and streams throughout the common season.
In addition, Deloitte teamed up with the league to completely overall its app and website, and earlier this week, CarMax joined because the WNBA’s sixth Changemaker.