They Shoot, You Score

SoFi is the Official Bank of the NBA, and honestly, it’s a really cool partnership. During the first year of this partnership, the brand wanted to make a big splash during our new shiny SoFi NBA Play-In Tournament, so my partner and I decided to pitch a few ideas, all of which were killed during our stakeholder review. My partner was out on PTO during the meeting; I took a shot in the dark.

I asked the broader team what the goal of the campaign was. There in that meeting, I led a brainstorm that birthed a trigger promo that generated record-breaking boosts in unaided brand awareness, among NBA fans and the general public, at a rate of 15% and 10%, respectively. By the end of the tournament, 8 in 10 NBA fans knew SoFi.

This is They Shoot, You Score.

They Shoot, You Score was a trigger-promo giveaway 360-campaign. For every bank shot scored in gameplay, SoFi members would recieve $1 in rewards points. The live-broadcast TV spots from this campaign performed 74% better than NBA regular-season airings. With more than 565M impressions across social, They Shoot, You Score was the buzzer beater SoFi needed to really win over NBA fans early in their partnership’s history.

Creative Directors: Marty Bonacorso, Chris Ryan Art Director: Brad Khauv Copywriter: Kai Fields