During the 2023 NBA Playoffs, the Philadelphia 76ers and sponsor, Crypto.com, faced a key opportunity: fan enthusiasm was at its peak, but scattered across individual social media feeds and viewing experiences. While thousands of fans were posting content and celebrating online, these expressions remained siloed and invisible to the broader community. The 76ers needed a solution to harness playoff momentum, engage and unite their fanbase, and transform disconnected digital hype into a shared community experience, no matter where fans were watching from.
How could they create a virtual town square that amplified fan voices and extended the in-arena energy to supporters watching from everywhere?
A Fan Wall, of course! What better way to transform individual fan passion into a community-first experience?
Fans were invited to show their 76ers pride during the playoffs by submitting photos of themselves repping team gear. Participants had the chance to win autographed Joel Embiid sneakers and be featured in real time on the ‘For the Love of Philly’ Fan Wall. The result was a vibrant, ever-evolving collage of fan-submitted content that captured the spirit of the 76ers community throughout the postseason.
The strategy was designed to simultaneously drive engagement through compelling incentives, foster visible connections across the fanbase, and generate authentic content for the 76ers and Crypto.com – while having the fans at the heart of it all.
Campaign Performance:
This campaign not only delivered strong engagement, but also provided real marketing value for both the 76ers and Crypto.com including:
Most importantly, this activation achieved its core goal: transforming a fragmented fanbase into a visible, energized community during the most pivotal moments of the playoffs – amplifying the collective passion that defines Philadelphia basketball. We love a loving fanbase!
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