@TwitterSports x @nba_paint
Before the 2021 NBA Playoffs, I pitched a @TwitterSports activation in collaboration with basketball and Twitter creator, @nba_paint. The partnership increased conversation around The Finals, highlighted an up-and-coming creator, and produced exclusive content for @TwitterSports.
This collaboration needed to seem natural to people on the timeline and in the NBA Twitter community.
So it started with replies back-and-forth.
The people were into it, and they didn’t even know this was just the beginning.
We had an official announcement in AdWeek.
Made custom headers.
And produced real-time content.
But the last beat of the partnership was the biggest of all:
the hoodie drop.
People instantly thought this hoodie was hot, and they didn’t just want one. They needed one.
Ultimately, I gave away 122 hoodies to people directly on Twitter from @TwitterSports.
And once they arrived, the results were clear.
Numbers don’t lie.
7,000
followers gained by @nba_paint
17,000
followers gained by @TwitterSports
81%
positive sentiment
4.6%
engagement rate on exclusive content
Lil Goaty by @nba_paint
“You for real gonna hook me up with a nba paint styled hoodie? 🥺 don’t play w me Twitter sports”