Detroit Pistons Celebrate Black History Month
PROJECT
In February 2019, the Detroit Pistons set out to drive the local conversation on Black History Month, support the NBA’s dialogue on race and equality, and unite local residents through events and programming. Leveraging a series of community events and initiatives, the Lambert team supported the Pistons organization in leading the conversation on bridging divides while demonstrating the importance of equality, diversity, inclusion, respect and teamwork.
“Part of our goal is not only to win games, make the playoffs and have a successful basketball season, but it’s really to impact the youth of Detroit and make a difference in their lives.”
-Arn Tellem, Detroit Pistons Vice Chairman
TACTICS
- Pitched one-on-one TV feature interviews, demonstrating the full scale of Black History Month engagement
- Invited media to attend Black History Month events, including a Business of Sports seminar, Detroit Symphony Orchestra Sphinx Competition and Scholarship Event, capturing on-site interviews with Pistons spokespeople
- Secured interviews with community radio stations regarding ongoing events and engagement
- Invited TV stations and luxury lifestyle magazines to attend exclusive private dinner, interview Pistons Vice Chairman Arn Tellem
RESULTS
Through consistent outreach and engagement, Lambert secured 25 media clips and a combined 2,533,996 impressions in one month, including:
- WJBK feature story on the Black History Month slate of events, including an interview with Pistons spokesperson Awenate Cobbina
- WXYZ and WDIV one-on-one interviews with Arn Tellem at Detroit Institute of Arts Black History Month dinner, with photo coverage from Hour Detroit and SEEN Magazine
- Pistons’ Erika Swilley participated in an interview with Big Greg & Afrika on 107.5 The Morning Heat
- WDIV’s morning show interviewed Awenate Cobbina on overall efforts
- WWJ interviewed with Erika Swilley regarding the Pistons’ Business of Sports and Girls Summit, and WJBK and the Michigan Chronicle covered the Business of Sports Seminar
