Campaign Overview: Expand The Thunder’s target market in the 2023-24 NBA season, especially among Generation Z and Millennials — Increase brand affinity and ticket sales within the local community by positioning The Thunder as the North Star of festivalization —Develop a campaign concept that leverages our target audience’s love for festival-like atmospheres and harnesses their pride in Oklahoma City.

Target Audience: Target audience emerged as having low affinity for the Oklahoma City Thunder or a slight interest, with relatively few outliers. These individuals are aged 18-34, have completed a high school education or more, have a household income over $50k and are likely to be unmarried.

Campaign Goal: To position The Oklahoma City Thunder among Dynamic Doers (target audience) as the North Star for festivalization in the ever-changing city landscape.

The Data: Three focus groups, 261 survey responses, three concept tests, two ethnographies, 20 one-on-one interviews, one Thunder event.