🎉 2022 Shortlist

B/R Open Run

Entrant: Bleacher Report

NOMINEE ✨
  • Best Use of Music or Pop Culture

BR-Open-Run

ABOUT THIS ENTRY

Bleacher Report and Modelo partnered on a campaign featuring hip-hop's biggest hoopers competing in a first-of-its-kind, Open Run, a 2-v-2 tournament during 2021 NBA All-Star Weekend. Participants included hip-hop megastars Quavo, Jack Harlow, Lil Baby, and 2Chainz.

How does this represent “Excellence in Engagement”?

"B/R Open Run" was the perfect representation of the B/R value proposition: driving meaningful engagement with fans. By working in partnership with Twitter and our linear partners we were able to drive tune-in across multiple platforms and deliver a massive buzz from athletes, rappers, and influencers across the U.S.

Objective: Our objective was to create repeatable IP leveraging what B/R does best: combining sports and culture. So B/R created a LIVE, cross-platform experience centered around one of the biggest NBA weekends of the year.

Strategy & Execution: Together with Twitter, we built a LIVE experience while having a content distribution strategy across B/R social, the B/R app and Turner Sports linear. There were multiple touchpoints surrounding the hero piece on Twitter, which created a "can't miss it" programming moment.

BR Open Run

Links: 

BR Open Run Link

 

Production

Bleacher Report
Turner Sports
Modelo


Credits

Leaire Wilson
Director of Brand Marketing
Bleacher Report

Sally Aisner
Experiential Marketing Director
Bleacher Report

Tyler Price
Vice President of Content Development & Production
Turner Sports + Bleacher Report

Nick Addison
Account Executive
Bleacher Report

Rose Russo
Media & Digital Marketing
Constellation Brands

Celebrate in Las Vegas

Join us for the 4th Hashtag Sports Awards™ presented by Budweiser on the evening of July 12, 2022 at The Cosmopolitan of Las Vegas as we celebrate finalists and reveal the winners of this year's awards live during the show.

 

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