Minnesota’s Marketing Miracle
How the state of Minnesota transformed a post-game interview into a miracle of modern marketing.
Here’s a marketing story I love too much not to share. Sunday, May 19th, 2024. An improbable game 7 victory propelled the Minnesota Timberwolves over the defending NBA champion Denver Nuggets. The T-Wolves came back from a 20-point deficit to win the game and advance to the Western Conference finals. While the drama that unfolded within the game was the stuff of basketball lore, what took place after the game represented a legendary marketing maneuver.
The Post-Game Interview
Minnesota’s ascending superstar Anthony Edwards, aka “Ant Man” (who is drawing comparisons to a young Michael Jordan), appeared in the post-game interview with TNT’s “Inside the NBA” crew. Charles Barkley attempted to put into perspective what this victory would mean for the city of Minnesota, who hadn’t appeared in a Western Conference finals game in decades. He started by telling Edwards, “Okay, I have not been to Minnesota in probably 20 years,” to which Edwards quickly, replied, “Bring ya ass.”
It was a quick exchange that drew laughs from the commentating crew, but apparently sparked a moment of great inspiration for Minnesota’s in-house marketing marvels.
The Marketing Response
Sensing the gravity of this moment, the tourism site “exploreminnesota.com” now prominently features this headline. Their social media account now showcases posts, Minnesota merch, and signs adorning their basketball arena. A local comedian and T-Wolves fan even registered, '“www.bringyourass.com” and redirected it to the tourism site. (NOTE: this URL is not currently redirecting there, so not sure what is going on and my sources at GoDaddy.com would not return my emails).
Chris Morgan, the communications and media relations manager for Explore Minnesota, told FOX 9 that from Sunday to Monday, Explore Minnesota’s website saw an increase of about 135.5% of web users compared to a typical day (106,000 users Sunday-Monday, up from the typical 45,000 users). Monday's users alone totaled 81,000 visits, which was up 211% compared to Sunday's visits, Morgan said. Not only that, but Explore Minnesota gained thousands of followers on Instagram, and other social media accounts.
Lessons from the Modern Marketing Playbook
This example deserves its own page in the modern marketer’s playbook. For me, it’s right up there with the famed Oreo SuperBowl blackout tweet, “you can still dunk in the dark.” Here are some short lessons we can take away:
Always Be Listening: They kept their eyes open for opportunities to promote the great state of Minnesota and were clearly ready to activate (and quickly) when one emerged
Influencers = Attention: With Anthony Edwards on his way to becoming a member of the new NBA’s Mount Rushmore, he has tremendous interest and influence. Creating a new campaign based on his “brand” was a can’t-miss strategy
Transform Through Story: They transformed a cool "viral-ish” moment into a three-word story and campaign that has the potential to propel their brand (or in this case, their state) to new heights
And while sadly Minnesota did not advance to the NBA finals, they have clearly earned a place within the modern Hall-of-Fame. Oh, and they also very well may have found the next GOAT in Edwards, as I find myself flashing back to watching Jordan dribble through and elevate over people in his early playoff days. Go Wolves! And get ya ass to Minnesota already!
