By Barry Janoff
March 6, 2017: With a league filled with former college players — many of whom competed in March Madness, aka "The Big Dance" — the NBA two years ago found an organic marketing platform in its "March Madness/Road to the Playoffs" campaign.
This time, the second year of the effort, "The Dance Never Ends," stars:
• Chris Paul (Los Angeles Clippers/Wake Forest Demon Deacons)
• Jimmy Butler (Chicago Bulls/Marquette Golden Eagles)
• Gordon Hayward (Utah Jazz/Butler Bulldogs)
• Kemba Walker (Charlotte Hornets/UConn Huskies). Walker's Huskies defeated Butler in 2011 to win the National Championship.
Each player is featured in a 15-second video that highlights their former colleges’ signature mascot, colors and fan celebrations.
It also touts the upcoming NBA playoffs, scheduled to begin April 15.
According to the NBA, the campaign illustrates "the pride that ties these players back to their respective alma maters (and) conveys that NBA players possess the same passion and intensity for competition that they showed in college."
Among the NBA players who appeared in the previous "The Dance Never Ends" campaign for March Madness in 2015 are Stephen Curry, James Harden, Russell Westbrook, Dwyane Wade, Paul Pierce, Al Horford and Klay Thompson.
"The Dance Never Ends" is part of the league’s "This Is Why We Play" umbrella platform.
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