Facebook and Instagram Unveiled Their Lineups for the NBA Finals

The league is a partner in the introduction of the social network’s contribution stickers for Stories

The more fans comment and react to posts, the more stickers they unlock - Credit by National Basketball Association/Facebook
Headshot of David Cohen

The first-ever National Basketball Association Finals game in Canada tips off Thursday night, when the Golden State Warriors visit the Toronto Raptors, and the league teamed up with Facebook and Instagram on several activations to mark its championship series.

The NBA is one of the partners in the introduction of a new feature for Facebook Stories, contribution stickers, which promote interactions between publishers and fans.

The league will add contribution stickers to its Stories, asking fans questions or sharing prompts, and those fans can submit photos or videos with responses.

That content will be shared to both the NBA and to the fans’ own Stories, and the league will reshare Stories from select fans, who will receive notifications if theirs are chosen.

The NBA also unveiled a set of gamified stickers, which fans can unlock via the comments section on the league’s Facebook page: The more they comment and react to posts, the more stickers they unlock.

Facebook’s polling feature will be tapped by the league during live second-screen experiences, which will feature a real-time scoreboard, as well as tune-in information for the games. Fans can discuss the action and vote on game-related topics.

When a champion is crowned, New Era will make exclusive merchandise available via the NBA’s Instagram account, through tap-to-shop posts.

Also on Instagram, the league will partner with the Facebook-owned photo- and video-sharing network to generate Instagram Stories content for game two of the NBA Finals, which will be shared via the @Instagram account.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
Publish date: May 30, 2019 https://dev.adweek.com/digital/facebook-and-instagram-unveiled-their-lineups-for-the-nba-finals/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT