The NBA wanted to create a socially driven digital campaign that would reach Brazilian basketball fans and grow the NBA’s presence in Brazil. This digital campaign was set to coincide with a week of NBA-run activities culminating in the live Fan Appreciation Day event.
Fresh Digital Group developed the website and app #MostreSuaPaixao, Portuguese for #ShowUsYourPassion. The website and app were responsive and pulled 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 successfully drove engagement by encouraging fans to share their best basketball moves. This campaign was successful in growing both the NBA’s presence in Brazil and the popularity of basketball in a soccer-obsessed nation.