How the Boston Celtics brought their legendary branding back to their virtual events.
Since their original founding in 1946, the world-famous Boston Celtics have been one of the most successful and popular teams in the history of the NBA. With 17 national championships, the Celtics currently hold the record for the most wins of any professional basketball team. Known for their iconic green branding and parquet court floor, the Celtics have been a dominant presence in the NBA for decades.
The Boston Celtics run nearly 100 events every year to keep their fans connected, informed, and entertained. During COVID-19, they switched to pure virtual events. What could the Celtics do to keep their famous branding in the picture for virtual attendees, and how could they keep giving them the VIP treatment?
☹ Registration and livestream webinars lacked iconic Celtics branding.
☹ Attendees felt lost in a sea of faceless Zoom attendees.
☹ Email communications were manual and text-based.
☻ Livestreams are embedded into fully customized registration and event pages that bring the unmistakable Celtics color, logos, and personality back into focus.
☻ Each attendee gets their own unique event page that recognizes them and welcomes them by name.
☻ Event communications are designed to match the visuals of the branded event livestream page to create a cohesive experience.