Haier Leverages NBA Link To Launch TV Line


Being the official HDTV of the NBA has its perks. Just ask Haier America, which is using the entire All-Star Weekend as a platform to launch a new line of LED televisions.

The company will serve as the title sponsor of the league's Shooting Stars competition, will have a presence at the NBA All-Star Jam Session and will be the presenting partner of the Development League's Dream Factory Friday Night.

"We're going to be able to make a statement during this weekend," Richard Block, vice president of marketing for Haier America, tells Marketing Daily. "This is a huge platform for us to launch a new line of consumer televisions."

In addition to being a presenting sponsor of televised events (such as the All-Star Jam Session), Haier will have a presence at the event, including a truck equipped with various televisions for people to experience. Throughout the weekend, Block estimated, more than 150,000 people are expected to interact with the display.



At the Consumer Electronics Show in January, Haier showcased its new line of ultra-slim LED televisions, with screen sizes ranging from 19 inches to 46 inches. The two biggest models, with 40-inch and 46-inch screens, are just a little over an inch thick. "We're excited to be at the front end of technology right now," Block says.

The company will also use the event to roll out traditional advertising, beginning with a full-page ad in USA Today on Friday showcasing the new television sets. Block declined to offer other details of the company's advertising plans. Last year, Haier debuted its consumer campaign, "Inspired by you. Made by us," which encourages people to suggest ideas for future products.

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