--- title: Stephen Curry NBA 3pt Record Celebration | 4th Hashtag Sports Awards description: The Hashtag Sports Awards recognize excellence in fan and consumer engagement across content, campaigns and creators. image: https://www.hashtagsports.com/hubfs/HubSpot%20-%20Featured%20Image%20-%20300%20x%20175%20(1)-1.svg --- ### 🎉 2022 Shortlist ##### STEPHEN CURRY NBA 3PT RECORD CELEBRATION **Entrant: **Rakuten NOMINEE ✨ - Most Creative Partnership with an Athlete or Influencer   ###### Share: [** ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2022%2Fstephen-curry-nba-3pt-record-celebration) [** ](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2022%2Fstephen-curry-nba-3pt-record-celebration&text=Stephen+Curry+NBA+3pt+Record+Celebration+%7C+4th+Hashtag+Sports+Awards) [** ](https://www.linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2022%2Fstephen-curry-nba-3pt-record-celebration) ![Stephen-Curry-NBA-3pt-Record-Celebration](https://www.hashtagsports.com/hs-fs/hubfs/awards/shortlist-2022/Stephen-Curry-NBA-3pt-Record-Celebration.jpg?width=2434&name=Stephen-Curry-NBA-3pt-Record-Celebration.jpg) ABOUT THIS ENTRY In celebration of the new NBA All-Time 3-Point Leader and Global Brand Ambassador Stephen Curry, Rakuten launched a multi-faceted program to celebrate this momentous achievement with fans and the community. How does this represent “Excellence in Engagement”? For this once-in-a-generation moment, Rakuten tapped into the drivers and trends of basketball culture to create a national activation with local impact to continue educating fans about Rakuten through joy, rewards, premium products, and experiences that also compliments the Rakuten brand identity. Leaning into Stephen’s humble, joyful, and giving personality as inspiration, Rakuten exemplified these qualities at the forefront of the campaign to celebrate with fans. Leveraging this angle, Rakuten was able to authentically weave into NBA cultural conversations and further strengthen their association with the league and Stephen Curry. **Objective: **In celebration of the new NBA All-Time 3-Point Leader and Global Brand Ambassador Stephen Curry, Rakuten launched a multi-faceted program to celebrate this momentous achievement with fans and the community. Rakuten rolled out a series of campaigns to highlight Stephen’s milestone, which aims to inspire fans both on and off the court, and, in true Rakuten fashion, reward fans along the way. Teamed up with video creator Ari Fararooy to produce a celebratory video that depicts an artistic journey of Stephen through the years for social and digital channels Partnered with sneaker artist/designer Mache, to create 30 pairs of commemorative Curry Flow sneakers for a Rakuten-owned social sweepstakes where lucky fans could win a memorable piece of art that honors Stephen’s journey to this milestone Collaborated with non-profit organization Bay Area Mural Program to create a mural in Oakland as a tribute to the community. The art celebrates Stephen’s love for the game and his impact in the community. In addition, the mural integrates a QR code where the first 300 fans to scan and go to local black-owned bookstore, Marcus Books, will receive a free book and a chance to win Warriors tickets and a pair of commemorative sneakers **Strategy & Execution: **Rakuten utilized their campaign to connect with fans through (4) touch points. 1. Tipped off celebrations with a congratulatory digital spot across Rakuten-owned and paid media platforms that featured Stephen’s journey and the joy he brings to the game 2. Launched a sweepstakes on Rakuten Twitter and Instagram where fans had a chance to win 1 of 30 pairs of commemorative Curry Flow sneakers designed by renowned sneaker designer and artist, Mache. Rakuten increased reach and social buzz by strategically partnering with Mache and influencers Qias Omar, TJ Keasal, and David Gioncgo to create curated content showcasing the sneakers 3. Collaborated with Bay Area Mural Program artists Natty Rebel, Rachel Wolfe-Goldstein, and Timothy B. to create a one-of-a-kind mural memorializing Stephen’s achievement, his contribution to the Bay Area community as well as positively impact a local black-owned bookstore 4. PR efforts amplified reach of the sweepstakes and mural with national and local media to hit both the sneakerhead market and Oakland community Throughout the campaign, Rakuten leveraged their NBA partnerships to amplify reach to fans including the NBA sharing the sweepstakes on their channels, Warriors reposting the digital spot and sweepstakes, and Stephen highlighting the mural on his social channels. **Results: **Rakuten successfully engaged with fans nationally and locally by emphasizing Stephen’s inspirational basketball journey and community impact to celebrate his 3PT achievement. In a short window to effectively capitalize on the moment and fans’ excitement, Rakuten executed multiple activations that seamlessly flowed together and allowed Rakuten to continue telling Stephen’s story through art. The program achieved multiple KPIs including: • Digital spot reach and buzz • Increase in followership and traffic to Rakuten Instagram and Twitter • Sweepstake’s entries • Influencer impressions and clicks • Mural QR code scans • Books donated • National and local PR coverage **Production** Rakuten, GMR Marketing, NBA, SC30, Pereira O’Dell, Mache Customs, and Bay Area Mural Program. **Credits** [**Ryan Washatka**](https://www.linkedin.com/in/ryan-washatka-055a853/) CEO, KonMari Media, Inc & SVP Sports & Entertainment, Rakuten Americas Rakuten [**Vicki McCrae**](https://www.linkedin.com/in/vickiwagnermcrae/) SVP of Brand & Creative Strategy Rakuten **[Kristen Gambetta](https://www.linkedin.com/in/kgambetta/) **Senior Director Rakuten [**Rhea Wadia**](https://www.linkedin.com/in/rhea-wadia-ab336425/) Sports and Entertainment Rakuten [**Tom Coates**](https://www.linkedin.com/in/tom-coates-8579385a/) Group Creative Director Rakuten **[Kristen Graham](https://www.linkedin.com/in/kristin-graham-980a05/) **Group Creative Director Rakuten [**Carly Easterbrook**](https://www.linkedin.com/in/carlyeasterbrook/) Marketing Rakuten [**Carol Lee**](https://www.linkedin.com/in/caroljlee/) Corporate Communications Director Rakuten [**Peter Aiello **](https://www.linkedin.com/in/peterbaiello/)VP GMR Marketing [**Kevin Simon**](https://www.linkedin.com/in/ksimon4/) Account Director GMR Marketing (currently with Ally) [**Kayla Cronin-Jiménez**](https://www.linkedin.com/in/kayla-cronin-jim%C3%A9nez-71424459/) Account Supervisor GMR Marketing **[Dennis Jenders](https://www.linkedin.com/in/djenders/) **Senior Strategy Director GMR Marketing [**Denise Pyfrom**](https://www.linkedin.com/in/denisepyfrom/) Senior Manager, Global Partnerships & Media NBA [**Tiffany Williams**](https://www.linkedin.com/in/tiffany-williams-2518742/) COO SC30, Inc **[Hilary Awad](https://www.linkedin.com/in/hilarypolkwilliams/) **Head of Brand Development SC30, Inc [**Cameron Edison**](https://www.linkedin.com/in/camedison/) Marketing SC30, Inc [**Jordan Ramirez**](https://www.linkedin.com/in/jram91/) Digital Marketing Manager SC30, Inc **[Kevin John](https://www.linkedin.com/in/kevin-john-b78a0426/) **Group Brand Director Pereira O'Dell [**Danny Houghton**](https://www.linkedin.com/in/dannyjhoughton/) Brand Director Pereira O'Dell **[Bridget Pierce](https://www.linkedin.com/in/bridget-pierce-10734941/) **Senior Producer Pereira O'Dell [**Jason Rosenberg**](https://www.linkedin.com/in/jasonirosenberg/) Creative Director Pereira O'Dell **[Will Martin](https://www.linkedin.com/in/williamjohnmartin/) **Copywriter Pereira O'Dell [**Connor Witt**](https://www.linkedin.com/in/pcwitt/) Art Director Pereira O'Dell **[Dan Gamache](https://www.instagram.com/mache275/?hl=en) **CEO Mache Customs [**Ari Fararooy**](https://www.instagram.com/ari_fararooy/?hl=en) Video Creator Ari Fararooy **[Andre Jones](https://art.beautifyearth.com/artists/bayareamuralprogram) **Executive Director Bay Area Mural Program [**Rachel Wolfe-Goldsmith**](https://www.linkedin.com/in/rachel-wolfe-goldsmith-6640829a/) Creative Director Bay Area Mural Program **[Timothy Bluitt](https://www.oaklandish.com/blogs/news/artist-timothy-bluitt) **Lead Artist Bay Area Mural Program **[Keith Williams](https://thebamp.org/about_us/) **CFO Bay Area Mural Program #### 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](https://no-cache.hubspot.com/cta/default/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89.png)](https://cta-redirect.hubspot.com/cta/redirect/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89)