The Cleveland Cavaliers set out to develop a standout campaign that not only honored Women’s History Month but also deeply engaged their female fanbase. Partnering with Avery Dennison, the goal was to create a meaningful connection by celebrating, empowering, and spotlighting women – both within the community and among their fans – particularly during their Women’s Hoops Night game on International Women’s Day. The challenge was to craft a campaign that felt authentic, inspiring, and impactful throughout the month-long celebration, both online and in the arena.

To bring Women’s History Month to life, the Cavs launched a multi-touch campaign blending community recognition with real-time fan engagement through the Wall of Women Fan Wall and Women’s Hoops Night Instant Win Game. 

Leading up to Women’s Hoops Night, fans were invited to nominate local women making a positive impact in sports through the ‘Wall of Women” Fan Wall, highlighting authentic stories and driving early participation. On game night, the celebration came to life inside Rocket Arena. Every fan received a souvenir patch with a QR code unlocking our Instant Win Game, with a custom animation, for a chance to win the exclusive item of the game.

The winning Wall of Women nominee was honored live on court, while Avery Dennison extended the digital experience in-arena with a printed Wall of Women frame, creating a branded and memorable photo moment for attendees. To add a personal touch, fans could iron their souvenir patches onto merchandise on-site completing a memorable night with a lasting keepsake.

The campaign successfully brought the theme of Women’s Hoops Night to life – empowering women in sports, delivering a memorable fan experience and amplifying Avery Dennison’s brand presence.