The Los Angeles Lakers Brand Campaign

1. Los Angeles Lakers THE GOLD STANDARD By:Harry Drake PID:A42944267

2. A Brief Background 16-time NBA champs (2 nd most all time) Huge celeb notoriety always in attendance ( Jack Nicholson, Morgan Freeman etc..) Noted Hall of Famers -NBA TOP 50 Players -Magic Johnson, Shaq, Kobe Anointed “Hollywood’s team”

3. Hollywood Nights Campaign New alternate uniform exposure Integrate viral videos of highlights w / team players sporting them Utilize Facebook & Twitter platforms to optimize views and feedback Encompass team’s rich history & star power for brand positioning.

4. Focal Point/ Ad Text Kobe Bryant, arguably a top 2 player in the league, will be the focal point of our campaign (via Nike) His Nike coined term “the Black Mamba” will be included with the ad text/idea Headlining “the Black Mamba & Hollywood Nights” in our ad text will optimize search results and bring about mass brand exposure.

5. Target Audience Hoop fans Focus in on children through adolescents & college fans (Ages 10-24) West Coast demographic Plan release of campaign around Christmas time ^ Build sales…Perfect seasonal gift for a fanatic!

6. Measuring Sales? Demographic concentration Suburbs-----Per Southern & Northern California Cities-------- Per Southern & Northern California

7. Social Media Platforms Utilize Viral In-Game Highlight videos & images sporting the Hollywood Nights Jersey via Facebook’s timeline. Use Ad-Text & trend the “Black Mamba” (Kobe) w / a memorabilia store link via: Rewteets / Favorites Comments/ Quotes/ Interaction

8. Sponsors/Budget LAKER ORGANIZATION SALARY CAP: Players/Personnel: Roughly $37,000,000 Memorabilia budget: $3,000,000 Kobe’s (focal pt.)- $1,000,000 Nike Sponsorship- $1,000,000 NBA League Allowance- $250,000 Production/Delivery- $750,000(Includes social media)

9. Measuring Success Google Analytics “Pay-per click” method Daily Visits/ Traffic Types

10. Summary Bring a fresh NEW look to the holiday season for avid basketball fans and “ Laker -Nation”