Client: NBA
Idea: The NBA Gene — It’s in your DNA.

African American NBA fans and players are very diverse, but the one thing they have in common is the NBA Gene.

First, fans will take a “DNA Compatibility Test” (quiz), and we will show them with which teams and players they share the same NBA DNA.

Fans will also be able to track the roots and history of their favorite players back to their childhood. They’ll have access to all sorts of content, from stats to pre-existing footage to original interviews. They will also be able to connect with other fans who share the same “genes.”

The NBA Gene — It’s in your DNA.
African American NBA fans and players are very diverse, but the one thing they have in common is the NBA Gene.

Idea — Fans will take a “DNA Compatibility Test” (quiz), and we will show them with which teams and players they share the same NBA DNA.

Fans will also be able to track the roots and history of their favorite players back to their childhood. They’ll have access to all sorts of content, from stats to pre-existing footage to original interviews. They will also be able to connect with other fans who share the same “genes.”

 

 
 
  The NBA Gene-It's in your DNA NBA Basketball lives deep within you. Down to your DNA. This state-of-the-art DNA Compatibility Test will decode your DNA and show you with which players you share the same NBA genes. Who knows… you might have a Jordan in you.

 

The NBA Gene-It's in your DNA

NBA Basketball lives deep within you. Down to your DNA. This state-of-the-art
DNA Compatibility Test will decode your DNA and show you with which players you share the same NBA genes.

Who knows… you might have a Jordan in you.

 
  Part 1: DNA Matching (Find out what “gene” you have in common with your heroes.)      By answering some questions based on the NBA values (Teamwork, Excitement, Dedication, History), fans will be able to create a personalized team by being “genetically” matched with the NBA players. NBA teams will be categorized by the value they most represent. Sample Questions: (Teamwork) –You’re down by 1 point with 10 seconds left. You… A) Drive the ball to the hoop and try to dunk it yourself B) Call a time-out to set up a play C) Pass the ball and set a pick (Excitement) –It’s a very tight game. You manage to get a fast break. You… A)    Attempt a 360o windmill dunk B)    Show off a one-handed dunk C)    Play it safe and put up a layup (Dedication) –Off-season finally arrives. You… A) Keep training every day B) Sip some piña coladas on a Caribbean beach C) Smoke cigars and play golf (History) –You’re an NBA star and you get to choose the team you will play with. You… A)    Go with the highest bidder B)    Go with the team that has the most titles C)    Go with the one you grew up loving

 

Part 1: DNA Matching (Find out what “gene” you have in common with your heroes.)
    
By answering some questions based on the NBA values (Teamwork, Excitement, Dedication, History), fans will be able to create a personalized team by being “genetically” matched with the NBA players. NBA teams will be categorized by the value they most represent.

Sample Questions:

(Teamwork)
–You’re down by 1 point with 10 seconds left. You…
A) Drive the ball to the hoop and try to dunk
it yourself
B) Call a time-out to set up a play
C) Pass the ball and set a pick

(Excitement)
–It’s a very tight game. You manage to get a fast break. You…
A)    Attempt a 360o windmill dunk
B)    Show off a one-handed dunk
C)    Play it safe and put up a layup

(Dedication)
–Off-season finally arrives. You…
A) Keep training every day
B) Sip some piña coladas on a Caribbean beach
C) Smoke cigars and play golf

(History)
–You’re an NBA star and you get to choose the team you will play with. You…
A)    Go with the highest bidder
B)    Go with the team that has the most titles
C)    Go with the one you grew up loving

 
  Sample of DNA Team Results NBA DNA Widget: you can have the roster live and be shared as a downloadable widget.  The widget can provide updates on current players stats, Twitter feeds, and schedule.

 

Sample of DNA Team Results

NBA DNA Widget: you can have the roster live and be shared as a downloadable widget.  The widget can provide updates on current players stats, Twitter feeds, and schedule.

 
 
  Part 2: DNA Tracking (Track your favorite team and player back to their roots.) Choose your favorite player. A list of all past and present NBA players will be available for fans to pick from. Once you pick a player, participants will get all of the player’s background information: Current and past teams, teammates, coaches, schools they attended, cities and neighborhoods where they grew up, etc. All this info will be backed up with interviews, videos and footage of the player. Some will be pre-existent content and some original (e.g., a video of Kobe giving us a tour of the neighborhood where he grew up and the courts where he used to play).

 

Part 2: DNA Tracking
(Track your favorite team and player back to their roots.)

Choose your favorite player. A list of all past and present NBA players will be available for fans to pick from. Once you pick a player, participants will get all of the player’s background information: Current and past teams, teammates, coaches, schools they attended, cities and neighborhoods where they grew up, etc. All this info will be backed up with interviews, videos and footage of the player. Some will be pre-existent content and some original (e.g., a video of Kobe giving us a tour of the neighborhood where he grew up and the courts where he used to play).

 
  Part 3: DNA Locker (Who else has your same “gene”?) This is the social and interactive part of the idea. Here, fans will be able to track stats, view highlights, tweet and share content with friends in their own DNA LOCKER

 

Part 3: DNA Locker
(Who else has your same “gene”?)

This is the social and interactive part of the idea. Here, fans will be able to track stats, view highlights, tweet and share content with friends in their own DNA LOCKER