• by Karl Greenberg , April 15, 2010

In support of the NBA playoffs, which tip off on April 17, the NBA will launch a slate of postseason promotions to drive television viewership and digital consumption. Two new campaigns: “Amazing is …� and “Pobre Garganta (There Goes Your Voice)� are under the Where Amazing Happens and éne•bé•a brand communication platforms, respectively.

The push will feature executions for television, radio, print, digital, and in-arena. NBA Digital will feature extensive pre- and post-game coverage on NBA TV and unique user-generated content on NBA.com.

The “Amazing is...� campaign builds on the 2009-10 NBA regular season “Words� activation. Each playoff round will be associated with a key theme: “Belief� for the first round, “Unity� for the conference semifinals, “The Journey� for the conference finals, and “The Dream� for The Finals. NBAE and Goodby, Silverstein & Partners developed the effort.

The League says Disney’s ABC and ESPN units use the “Amazing is …� creative in all its media and TNT will run a customized “Amazing is…� television spot featuring Turner talent.

All told, the effort includes seven spots, three on April 17 for the pre playoffs; three for the playoffs; and one during the finals. The League says the campaign will also have in-arena elements, and social media assets on Facebook and Twitter.

The League says the Spanish-language effort, “PobreGarganta,� which translates as “poor throat� (from screaming) is the NBA’s first major Hispanic targeted campaign under the “éne*bé*a. brand platform launched last year. “The genesis of this campaign is rooted in the excitement that Latinos bring to the game, especially during the playoffs and finals,� said an NBA release. That effort comprises spots.