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Wunderman Thompson Antwerp

Play Sports
BE

Steal The Ticket

Making basketball fans earn their ticket for the game
  1. CHALLENGE

    HOW CAN WE GIVE AWAY FREE BASKETBALL TICKETS AND CLAIM THE GAME

    Night of the Giants is the most important game of basketball in Belgium between our country’s two biggest cities: Brussels and Antwerp. As main sponsor of the Antwerp Giants, sports channel Play Sports had 1.000 free tickets to give away. But instead of just doing that, we made people earn their ticket and show them that Play Sports is more than a sports channel for football.

  2. WORK

    WE MADE PEOPLE STEAL THEIR TICKET IN A ONE-ON-ONE WITH A PLAYER

    We turned all tickets for Night of the Giants into basketballs and instead of just giving them away, people had to steal their ticket from a player. In a social video, the Antwerp Giants challenged fans to come and steal their ticket on a street court in Antwerp. The court itself was turned into a giant billboard to announce the event. Two weeks before the game, fans had 24 seconds to steal their ticket in a one-on-one with a player. After every steal, they could have their unique ticket signed by their giant hero to turn it into an even more unique collector’s item. On Night of the Giants, fans could enter with their trophy, showing everybody they got in with skill, not money.

  3. RESULTS

    • Hundreds of basketball fans turned up for the event
    • In less than four hours, every single basketball got stolen
    • The social video got more than 200.000 unique views
    • Our campaign got more than 1.500.000 media impressions