Building on the momentum of our previous viral activation, we developed a digital and social campaign around the NBA All-Star Game that let fans generate their own All-Star Starting Five in real time.

Built around the excitement of All-Star Weekend, the experience triggered a live draft-style sequence revealing five elite current players with bold broadcast-inspired visuals, player intros, and arena-style motion graphics—mirroring the energy of an official lineup announcement.

Each lineup was instantly personalized and optimized for reels, stories, and short-form content, encouraging fans to compare rosters, debate selections, and share results. The campaign drove strong organic participation across basketball communities, turning All-Star buzz into an interactive, shareable social moment.