🎉 2022 Shortlist

                                      B/R Open Run

                                      Entrant: Bleacher Report

                                      NOMINEE ✨
                                      • Best Use of Music or Pop Culture


                                      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


                                      BR Open Run Link



                                      Bleacher Report
                                      Turner Sports


                                      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.


                                      RESERVE SEATS