The National Basketball Association’s (NBA) Hispanic platform, éne-bé-a, which we featured in a two-part series last season, is off to a fast start. With growth numbers almost unrealistic to any brand, the éne-bé-a’s key to their organic social media growth is being a great listener.

The éne-bé-a’s new “Emoción” campaign was born directly from listening to their fans, according to NBA Vice President of Multicultural Marketing Saskia Sorrosa. With this effort the NBA is taking their reach to Hispanic audiences to the next level.

Captivated by the emotion Latinos brings to the game, the éne-bé-a team, with the help of their Hispanic ad agency, Bromley Communications, is aggressively going after this audience. And they are very proud of the outcome from the “Emoción” campaign, in particular their TV and radio creative, which is an extension of their successful “Pobre Garganta” campaign from the 2011 NBA Playoffs.

Read the rest of the NBA Hispanic marketing story at Social Media Spanish.

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