Challenge

Create a socially driven digital campaign meant to reach Brazilian basketball fans and grow the NBA presence in Brazil. This would coincide with week-long activities culminating in a live event, Fan Appreciation Day.

Solution

#MostreSuaPaixao, Portuguese for #ShowUsYourPassion, is a responsive site that pulls live user generated content into one unified hub, allowing fans to view photos and videos from street talent around Brazil. The #ShowUsYourPassion movement encourages fans to share their best basketball moves as well as drive love and passion for the game in Brazil.
The #ShowUsYourPassion movement was focused around Fan Appreciation Day and drove engagement by encouraging fans to share their best basketball moves.