After two of the worst seasons in recent memory, the excitement around this year’s NBA draft could not be any higher for the Los Angeles Lakers and their fan base.
Knowing they held the second overall pick in the 2015 draft also meant the Lakers’ social and digital teams had the opportunity to prepare for a potentially big moment on Twitter and social media at large and they did not disappoint.
The Lakers are known for having paved the way for a professional brand-building strategy in sports through their social assets and they put them to work once again as they prepared to draft that could potentially land them their newest franchise player.
Phenomenal graphics and clean fonts were employed in the lead-up assets which gave fans that were keeping up through social media an opportunity to join in the build-up excitement.
When the moment finally arrived, the best piece of social content that summarized the selection process actually came from @NBATV instead of the Lakers, however, the team did smartly retweet the Vine.
With the second overall pick, the Lakers selected D’Angelo Russell—a promising point-guard from Ohio State. The announcement tweet included a prepared graphic of Russell in the iconic Lakers gold uniform. The image also included some key information about Russell, but it blended into the background almost like fine print.
The draft announcement was followed-up with behind-the-scenes content and quotes from General Manager, Mitch Kupchack.
The social team smartly captured the moment Mitch Kupchak called his newest player, as well as the other side of the conversation which no other NBA team had done.
The Lakers also incorporated template designs that made use of quotes and images almost in real-time to round out the on-brand coverage through genuine moments and quotes.
All in all, the Lakers’ preparation resulted in real-time, on-brand coverage of their memorable evening. I’m looking forward to seeing the next phase of their social media designs in the upcoming seasons.