SAP GM SCHOOL
We proved the power of data with a reality show
that gave data nerds the chance to score a job in the NBA.
The Full Story
SAP is a B2B brand that wanted to become B2C. Its data software powers some of the world’s largest organizations, including the NBA. But basketball fans–including future corporate decision makers–had no idea.
We needed to educate fans about SAP’s role in the league, and we had to do it with limited resources. Not only was the budget was small, but the brand’s NBA partnership offered no access to players or teams and restricted use of game footage. So rather than rely on basketball games, we created a game of our own.
GM School was a full-length reality television show where three stat-savvy super fans competed for a job in the NBA. It was judged by league legends, and shot in the league headquarters, and hosted by a top courtside commentator.
The show premiered during prime time on NBA Network before being rerelease online. After racking up more than 11.4 million views, it was picked up for a full second season by Turner broadcasting.