FOX's Sun Sports Goes All-In for Second Straight Miami HEAT Championship Celebration

Having a parade down beautiful Biscayne Boulevard never gets old, and for the second time in as many seasons, FOX's Sun Sports was on hand to cover all the festivities from start to finish on Monday, June 24, 2013.

The moment confetti began falling inside the AmericanAirlines Arena to commemorate the Miami HEAT's third NBA World Championship in franchise history, Sun Sports started mobilizing to cover a victory parade and celebration that saw an estimated 400,000 plus fans in attendance.

Click more for the story of everything that went into yesterday's five hours of live celebration coverage.


 

OOH Creative

Production 

• Utilitzed 3 MTVG Production Trucks - 19HDX at the start of the parade route, 18HDX at the midway point, 8HDX at the arena.

• 18,500 ft of triax were laid out along the parade route and inside the arena.

• 23 exclusive camera positions along the route and in the arena.
  • Five 26' scissor lifts, two 40' boom lifts and a JIB camera.

• Utilized 2 of our new desk sets at an outside stage position and an in-arena set position.

•  Arranged for aerial coverage from the Goodyear Blimp.

• Incorporated our RF camera for live interviews on parade floats. 

• Set up the 8HDX UltraMo along the parade route for great emotion reax material for bumps to break

Ad Sales

Within 10 hours of the Larry O'Brien trophy being hoisted, ad sales sold the presenting sponsorship to local Gulfstream Park Racing & Casino. Marketing created an on-air promo for the celebration including the client, and per Nielsen, the event averaged a 1.6 household rating peaking at 2.1 HH. This year's 1.6 HH rating average more than doubled last year's championship celebration average of .74 HH.

Marketing

In addition to digital OOH creative and on-air promos, Sun Sports maintained a noticeable presence throughout the celebration. The White Hot HEAT Fan Express was a part of the motorcade, as well as the FOX Sports Florida Girls who rode aboard a Sun Sports branded convertible. 

In arena, the FOX Sports Florida Girls were welcomed on stage to assist star guard Dwyane Wade during his time capsule presentation.


Digital 

In addition to airing the celebration, FOXSportsFlorida.com live streamed the festivities for fans outside the state of Florida. The web stream received more than 40,000 views equaling a 43 percent increase over last year's web stream. In total, the parade page received 84,424 views, and 59,522 visitors.

Communications

Following a press release announcing our parade coverage plans and heavy social media promotion on Facebook, Twitter and Instagram, multiple media outlets picked it up including:

Miami Herald
Sun Sentinel
Palm Beach Post
SBNation
Bleacher Report 
Sports Grid   

Annilie, Point Guard Mario Chalmers, Jordana