IQ News: Relaunches With Integrated Ad Push

Looking to score points with sports fans on the Internet, Hoops-, the Rosemont, Pa.-based basketball entertainment and lifestyle Web network, today will launch its first integrated marketing campaign.
A print spot featuring a quasi-religious altar to basketball with the tagline “If basketball is your religion, this is your church” will appear in this week’s issue of Sports Illustrated, with placements in ESPN magazine, Slam and Electronic Gaming Monthly to follow. A national cable TV spot also will air beginning today on TNT, TBS and ESPN.
The multimillion-dollar campaign was created by Red Tettemer, a Narberth, Pa.-based advertising agency that specializes in entertainment and telecommunications marketing. The online portion of the ad effort, featuring banner ads, will be executed later this month by interactive shop i-frontier, Philadelphia.
According to Scott O’Neil, president at, the marketing push will coincide with this week’s expected relaunch of the site. Since the site’s original launch last November during the start of basketball season, O’Neil said has gathered user feedback, which was incorporated into its redesign.
In addition to advertising in print, on TV and online, Hoops- also will purchase placements on arena signage. The entire campaign is expected to run through April.
It’s no coincidence Hoops-’s marketing push follows the Super Bowl. “When the football season ends, that’s when the sports world really shifts from football to basketball,” said O’Neil.
Additional versions of the ads will appear during the NBA All-Star Game and March Madness, the two preeminent basketball events of the year.
The newly revamped site will feature improved navigation as well as daily news and content updates. O’Neil said can go behind the scenes with original video and audio clips and showcase players and games that are ignored by other news outlets, including the official site.
“We’re giving you the news that the NBA won’t say, the news that other outlets won’t report,” said Tanya Curry, director of marketing at
For example, will tell the real story of why Allen Iverson and Vince Carter did not make the cut for the Olympic basketball team, Curry said. has commerce alliances with CDNow and FootStar, the parent company of athletic footwear retailer FootAction.