Samsung Will Take Twitter Users Inside the NBA Championship Series with 360-Degree Ads

Features behind the scenes footage

The NBA and Samsung think 360-degree ads will be a slam dunk.

Just in time for the NBA Championship Series, the pair is partnering with Twitter to bring fans exclusive 360-degree video from behind-the-scenes footage of the Cleveland Cavaliers and the Golden State Warriors. Using the new Samsung Gear 360 camera before and after the games, the NBA will show pregame warm-ups and shooting, hallway entrances, captain meetings and postgame footage from the floor.

It's a first for Twitter, which will be powering the ads with a campaign via Twitter's Amplify platform, which is already used by more than 200 publishers, sports leagues and TV networks as a way to monetize video content. Beginning in Game 1, users will be able to click on a Twitter website card to play the 360-degree video, which will be available through the NBA's Twitter account and promoted by Samsung's mobile U.S. account.

"As Amplify heads into its fourth year, we see a great opportunity to partner more closely with over 300 premium content partners around the world—and the NBA and Samsung are certainly on the cutting edge of thinking about how to bring even more video content directly to fans," said Mike Park, director of content partnerships and Twitter Amplify.

Here's what the 360-video will look like: