--- title: The Larry O’Brien Trophy’s NBA Finals Bucket List | 6th Hashtag Sports Awards description: Global awards recognizing excellence in fan engagement and celebrating creativity across sports marketing, media & entertainment image: https://www.hashtagsports.com/hubfs/Assets-2024-shortlisted/oynpEGdw.jpg --- The Larry O’Brien Trophy’s NBA Finals Bucket List | 6th Hashtag Sports Awards # The Larry O’Brien Trophy’s NBA Finals Bucket List [NBA](https://nba.com) The 6th Annual Awards Winner ![trophy-icon-silver](https://www.hashtagsports.com/hubfs/brand/trophy-icon-silver.svg) - Best Social Media Campaign ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-2024-shortlisted/oynpEGdw.jpg?width=1920&height=1080&name=oynpEGdw.jpg) Share [** ](https://www.hashtagsports.com/awards/shortlist-2024/the-larry-obrien-trophys-nba-finals-bucket-list#) [** ](https://www.hashtagsports.com/awards/shortlist-2024/the-larry-obrien-trophys-nba-finals-bucket-list#) [** ](https://www.hashtagsports.com/awards/shortlist-2024/the-larry-obrien-trophys-nba-finals-bucket-list#) ABOUT THIS ENTRY The NBA launched a creative and first-of-its-kind social content initiative to drive awareness and excitement leading up to and throughout the 2023 NBA Finals, which tipped off on June 1. The campaign, titled The Larry O’Brien Trophy’s NBA Finals Bucket List, was developed and executed to connect with core and casual NBA fans around the world in a memorable way, ultimately driving attention and tune-in, for the conclusion of the NBA Playoffs and 2023 NBA Finals. ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-2024-shortlisted/oynpEGdw.jpg?width=1920&height=1080&name=oynpEGdw.jpg) How does this represent “Excellence in Engagement”? While traditional championship trophy tours have been executed in the past, the NBA reimagined this campaign by developing a compelling story arc, orchestrating jaw-dropping experiences and deploying best-in-class social media content strategies that drove elevated engagement and consumption. The unique ‘bucket list’ theme gave the NBA’s championship trophy a distinct identity and the content a purpose, which resonated with a global audience of sports fans. In addition to deploying a wide range of trophy-related content from NBA platforms, we also collaborated closely with these third-party entities to amplify our content and post natively to their channels, helping us reach a wider audience in bespoke ways. A key element to successful engagement was the variety of content that we published, which included content as simple as a high-res photo of the trophy at the Kentucky Derby to as complex as having a artfully-produced video of the trophy skydiving into downtown Denver for a grand arrival to Game 1 of the NBA Finals. We then customized that content for a variety of social platforms and strategically determined which content was posted natively and/or amplified across the newly created @NBAFinalsTrophy handles and the global @NBA handles. Objective The NBA launched a first-of-its-kind social media campaign to drive awareness and excitement for the 2023 NBA Finals. The campaign, titled The Larry O’Brien Trophy’s NBA Finals Bucket List, was designed to use the NBA’s championship trophy to connect with core and casual NBA fans around the world in a memorable way, ultimately driving attention and tune-in for the conclusion of the NBA Playoffs and 2023 NBA Finals. The NBA recognized the opportunity to use the trophy to create a bold and disruptive campaign that for the first time gave “Larry” an identity and took the trophy to unexpected events and activities as part of ‘Bucket List’ that needed to be completed by the Finals. Larry interacted with global celebrities, attended the world’s most popular events, visited iconic landmarks all of which was captured and distributed to fans around the world across the NBA social media platforms. For each stop, the NBA produced a wide range of compelling content that incorporated an NBA Finals call-to-action to authentically remind fans and media about the start of the NBA Finals. The campaign also featured an extensive traditional PR and media strategy and the content was repurposed across NBA fan marketing assets worldwide. Strategy & Execution Throughout a six-week period, the Larry O’Brien Trophy triumphantly checked off more than 50 items on its bucket list across five categories of unique activities: Iconic Events, Epic Adventures, Celebrity Encounters, Historical Landmarks and Media Appearances. At each stop, the NBA’s social media team worked across time zones to capture, edit and publish the content in real time. We developed graphics, photos, animations, scripted skits, short-form and long-form videos as part of this social media content series, all of which was captured in a variety of ways including using phones, higher-end cameras, drones and GoPro cameras. The content was customized for each platform it was featured on, including Facebook, Instagram, Snap, TikTok, X and YouTube, in addition to being localized for international audiences and published across regional social media platforms around the world. In total, more than 150 posts were published across @NBA and @NBAFinalsTrophy social media accounts. Additionally, the social media team worked collaboratively with the various celebrities, influencers and organizations that the trophy crossed paths with to have their accounts publish content in collaboration with the NBA, providing tremendous earned media exposure for the campaign. **Organizations** - NBA - Fresh Tape Media **Links** - [  Website](https://www.nba.com/news/follow-the-larry-obrien-trophy-tour-ahead-of-nba-finals) **Credits** **[Bob Carney](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Senior Vice President, Social and Digital Content NBA **[Adam Fedorko](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Vice President, Social and Digital Content Creation NBA **[David Thomas](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Vice President, Content Management and Operations NBA **[Michael Verrone](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Vice President, Domestic Programming and Content Strategy Lead NBA **[Ashley Atwell](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Associate Vice President, Social and Emerging Media Lead NBA **[Jason Gilfillan](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Associate Vice President, Creator Content Lead NBA **[Heather Messer](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Senior Director, Event Operations, Event Administration Lead NBA **[Justin D’Apolito](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Director, Social Content Lead NBA **[Jasmin Marquez](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Director, Programming and Music Business Operations Lead NBA **[Peter Richter](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Director, Content Design Lead NBA **[Jeff Sanchez](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Director, Talent and Creator Content NBA **[Leah Berry](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Senior Manager, Social and Digital Content Creation Management NBA **[Brian Boehler](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Senior Manager, Field Operations NBA **[Jake Freeman](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Senior Manager, Social Content, Content Planning Lead NBA **[Jenny Fischer](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Manager, On-Site Content Creation Lead NBA **[Carly Nevis](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Manager, DTC and Vertical Content Creation NBA **[Elias Williams](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Manager, Social Content, Content Planning - Promotional Content NBA **[Craig Teifert](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Senior Producer NBA **[Sherman Gomez](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Senior Editor NBA **[James Johnson](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Senior Editor NBA **[Jeff Leong](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Video Coordinator NBA **[Zuri Pavlin](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Video Coordinator NBA **[Gerard Nocera](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Senior Production Assistant NBA **[Victoria Guerrero](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Project Employee, On-Site Content Creation NBA **[Amanda Thorn George](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Senior Vice President, Global Partnerships, Social Impact and International Communications Lead NBA **[Stuart Bryan](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Senior Director, Global Partnerships and Corporate Communications Lead NBA **[Mark Pozin](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Senior Director, International and Youth Basketball Communications NBA **[Jacinda Ortiz](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Senior Director, Media, STC and Entertainment Communication NBA **[Devon Garden](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Senior Manager, NBA 2K and G League Communications NBA **[Katerina Kienle](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Senior Manager, Communications NBA #### Celebrate in NYC Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.   [![RESERVE SEATS](https://no-cache.hubspot.com/cta/default/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89.png)](https://cta-redirect.hubspot.com/cta/redirect/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89)