Upgrade Season

Due to the pandemic, NBA fans across the country were not able to watch the incredible action of the NBA Playoffs in-person. Our challenge was to create a campaign that upgraded the fans’ viewing experience.

Blake Griffin NBA Hisense

What we did

While players were battling for the championship in the NBA ‘Bubble,’ we partnered with Hisense to launch “Hisense Upgrade Season,” a social media campaign featuring NBA stars and key opinion leaders in sports.

Stars included Dwyane Wade, Blake Griffin, D’Angelo Russell, CJ McCollum, Adam Schefter, and preeminent NBA Twitter influencer, WorldWide Wob, giving fans a chance to upgrade their basketball-watching experience with Hisense 4K ULED TVs.

Our integrated partnership with Hisense for the campaign included creative strategy and development, remotely producing two hero video and content capture shoots with Wade and Griffin.

We implemented organic and a paid social media strategy and execution, community management, sweepstakes rules and administration, influencer management and more.

The results

The custom campaign initiatives exceeded KPI goals on social media for Hisense. Working with star athletes amplified quality engagement from athletes and fans, drawing activity from tweets to Instagram stories.


Of engagement target achieved


Of impressions target achieved


Of clicks target achieved