@TwitterSports x @nba_paint

Before the 2021 NBA Playoffs, I pitched a @TwitterSports activation in collaboration with basketball and Twitter creator, @nba_paint. The partnership increased conversation around The Finals, highlighted an up-and-coming creator, and produced exclusive content for @TwitterSports.

This collaboration needed to seem natural to people on the timeline and in the NBA Twitter community.

So it started with replies back-and-forth.

The people were into it, and they didn’t even know this was just the beginning.

We had an official announcement in AdWeek.

Made custom headers.

And produced real-time content.

But the last beat of the partnership was the biggest of all:

the hoodie drop.

People instantly thought this hoodie was hot, and they didn’t just want one. They needed one.

Ultimately, I gave away 122 hoodies to people directly on Twitter from @TwitterSports.

And once they arrived, the results were clear.

Numbers don’t lie.

7,000

followers gained by @nba_paint

17,000

followers gained by @TwitterSports

81%

positive sentiment

4.6%

engagement rate on exclusive content

Lil Goaty by @nba_paint

β€œYou for real gonna hook me up with a nba paint styled hoodie? πŸ₯Ί don’t play w me Twitter sports”
— a real DM @TwitterSports received during this activation