They Shoot, You Score

They Shoot, You Score was a trigger-promo giveaway 360-campaign run by SoFi during the 2025 SoFi NBA Play-In Tournament. For every bank shot scored in gameplay, SoFi members would recieve $1 in rewards points. This activation drove record-breaking boosts in unaided brand awareness, among NBA fans and the general public, at a rate of 15% and 10%, respectively. By the endof the tournament, 8 in 10 NBA fans knew SoFi. The live broadcast TV spots from this campaignperfromed 74% better than NBA regular-season airings. We generated more than 565M impressions across social and 9.7M engagements by capitalizing on the NBA’s massive reach.

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