Brooklyn Nets All-Star Campaign

Go check the record for the 2023-24 season. We conjured something from not a whole lot.

The Ask

Create an engaging omnichannel campaign through social media trends and viral moments to showcase the Brooklyn Nets.

The Work

Long story short, make a Brooklyn Nets player an All-Star… BUT… I think the Campaign Narrative I wrote to help guide creative perfectly encapsulated the job to be done.

The Output

  • Campaign Narrative: Whether a team has burgeoning All-Star talent or not, the NBA All-Star ramp up & voting system is an excellent time to promote our team & brand to a global audience. Social-first campaigns geared towards the identity of the host city create a national baseline to generate impactful, effective, and culturally interesting promotion, and this year is no different. A team with emerging young talent who gets out on the run – guided by speed and agility – match the high-octane energy of Indianapolis Motor Speedway. Our unique version of the Indy Car on full display without the Pit Stop – it’s all gas, no breaks. ​
  • Results (and they speak for themselves):
    • Social: 98 Total Posts​, 8.7M Impressions, 4.6M Video Views, 369K Engagements​
    • Email: 8 Sent, 10.6M Recipients, 72K Click-Throughs​
    • Mikal Bridges Voting Results: 485,862 Total Votes, 7th Player Rank, 11th Fan Rank
  • I came up with the “Ride with the Brooklyn Nets” theme as All-Star Weekend was in Indy, then shifted to “M1KAL” as he started to pick up steam.