Broadcast:The broadcast portion of the campaign comprised of seven spots which rolled out over the course of the season. Each spot focused on weird, funny, candid moments with the ESPN anchors and the NBA's best as they rode together inside the RV, or stopped at a different destination on their way to the next game.Interactive:Interactive played a vital role in bringing the RV tour to life. Through over viral videos, rich media banners and an immersive website, we gave fans a shotgun seat inside the RV all season long.The RV tour:The RV actually visited the NBA arenas throughout the season. Before each game, it opened its doors to fans, let them explore the cabin, shoot hoops in the back or even take a picture with ESPN anchors. The RV tour created a tailgating atmosphere, built excitement for each game and brought fans together.

Print:Like those activity books your parents gave you for family road trips, the basketball-themed activity sheet helped time fly between NBA tip-offs.

NBA fans have the option to watch games on ESPN, TNT and/or their regional sports network. It's a messy system that has led to confusion and a lack of clarity. By building on the previous year's 'Your NBA Destination' campaign, we were able to not only provide some simplicity -- but also inject some personality into the NBA on ESPN brand. Three-quarters of the way into this season, ratings are up nearly 10%, traffic to the microsite is up nearly 1000% (as a result of a shift in media strategy) and the launch included a YouTube media placement that received more than 360,000 hits -- the most viewed video that day.