How does this represent “Excellence in Engagement”?

The #NBATwitter community connects influencers, athletes and fans that intersect sports, lifestyle, hoops, sneakers, fashion, media and music. This vibrant and often hilarious community drives commentary about the latest players, games, trades, memes and banter through unique perspectives, voices and tones.

This campaign was designed to speak directly to the community, and celebrate their amazing engagement on a daily basis!

Objective:

The #NBATwitter community connects influencers, athletes and fans that intersect sports, lifestyle, hoops, sneakers, fashion, media and music.

To showcase the acclaimed, hyper-engaged, sports community known as #NBATwitter, @TwitterSports launched #NBATwitterIs…- a series including long-form and short-form video and GIF content that highlights key beats throughout the NBA season and offseason. Participants included athletes and influencers like Kyle Kuzma, Blake Griffin, Arash Markazi, CJ McCollum, Andre Drummond, Taylor Rooks, Rachel Nichols, Lance Fresh, Charissa Thompson and more.

Who is the biggest fashion icon? We asked #NBATwitter, and they answered.
As part of the series, we created the #NBATwitter Hall of Fame, honoring Joel Embiid as the inaugural inductee and awarded him with a custom hashtag-triggered #TheProcess emoji and a Tweet-engraved trophy.

To keep the momentum going, the NBA Rookie draft class defined #NBATwitter, told us why we should follow them and gave us some epic GIF reactions. And we hope they follow the #NBATwitter Hall of Famer’s advice for Twitter best practices.

The culmination of this programming was #NBATwitterIRL -- a watch party to celebrate LeBron’s first game as a Laker! @TwitterSports hosted 330+ attendees in LA including celebrities from sports, basketball, music and media who define the community and culture.

Strategy & Execution:

Twitter's in house production, marketing, and partnerships teams worked hand in hand to illustrate and showcase this amazing community. Identifying #OnlyOnTwitter moments, working with talent who embody the community, and ultimately driving towards conversations that our users within the community (and those unfamiliar with it) would view, engage with, and find a new home within their Twitter experience to engage with like minded users - players, fans, teams, the league itself, etc.

Production

• Twitter

Credits

Ryan Brown
Head of Content
Twitter

Brittany Cranston
Athlete Partnerships
Twitter

TJ Adeshola
Head of US Sports
Twitter