Much like many events in 2020, the NBA Draft was virtual making it both a challenge and an opportunity for teams around the league. Draft coverage began over a month out, with “Prospect Profiles” designed to educate fans on who is part of the 2020 NBA Draft Class. As draft date approached, Knicks feeds contained a wide array of content ranging from fan engagement, throwbacks, draft education, and countdown hype.

The night of draft contained 360-degree coverage with reveal graphics, sound bites, inside access to “the call”, and more. The excitement behind Obi Toppin and Immanuel Quickley were sustained beyond draft night, through exclusive interviews, informative motion graphics, and additional player content.

On social, Draft posts generated +126% more engagement than target on an individual basis, leading to the Knicks first FY21 week of +1M total engagements. Across the league, Knicks ranked 5th for total engagements, as well as generating over 20K+ Net-new followers - exceeding weekly target by +400%.

Through combination off internal and external design with guidance and lead from Knicks social, draft coverage came to life across all feeds.