Brooklyn Nets Launch ‘We Are Brooklyn’ Campaign

Will it solidify fans in the fickle borough?

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While longtime Brooklynites remain loyal to their roots, the newest crop of residents are tough to win over, with tastes that seem to constantly change. However, Brooklyn Nets and Barclays Center CEO Brett Yormark is not concerned about the New York borough's quick turnover as his team heads into its third year.

Basketball season is still a few months away, but the NBA team starts its 2014-2015 preseason next month with two games in Shanghai and Beijing. And to cement its stake in Brooklyn, the Nets are launching a multichannel campaign dubbed "We Are Brooklyn" that spans out-of-home, TV, web and social media content. New York residents and visitors might spot ads on subways, buses, taxis and MetroCards.

In 2012, the "Hello Brooklyn" campaign helped launched the team as a lifestyle brand, while last year’s "Are You Ready" effort was more product-focused.

"Year three is a combination of both," Yormark said. "Our fan base has evolved from being a little more casual to a little bit hardcore." Most of that fan base resides in the borough, and this year’s effort looks to capitalize on a growing national and global group of sports fans.

The campaign plays up iconic locations in Brooklyn—like the Brooklyn Bridge and the team’s Barclays Center arena—along with images of the players.

And although the past two years’ efforts have focused on brand awareness, Yormark sees the new campaign as equally important in driving ticket sales this year.

"Last year, we played to 97 percent capacity [and] we sold out—including the playoffs—over 30 games," he noted, "and this year it will be no different than last year."

The CEO declined to mention specific new advertisers for this year. He did say though that his team has signed on new marketers, and some of those partnerships resulted from a July trip to China. "We are visiting China for two preseason games, so I’m thrilled that I’m going to be able to bring the Nets to them," Yormark said. 

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.