Derrick Rose Night Campaign

ABOUT THIS ENTRY

The Chicago Bulls collaborated with Derrick Rose to celebrate his NBA career and contributions to the city of Chicago. While the celebration culminated in the Bulls game on Jan. 4, 2025, the campaign began early in the season and included in-person activations across the city. The Bulls provided fans with live and virtual opportunities to interact with Derrick and take part in the celebration.

The campaign required close coordination to deliver compelling digital content, impactful community programming and a best-in-class in-arena experience. All these aspects represented a collaborative effort to “give Bulls fans their flowers” for supporting Derrick and the Bulls all these years while honoring Derrick as he enters the next chapter in his life. 

Honoring and celebrating Derrick Rose and his contributions to Chicago went far beyond just one night. The days preceding the game were packed with events honoring Rose and his retirement.

How does this represent "Excellence in Engagement"?

By integrating emotional storytelling with a blend of digital and physical engagement, Derrick Rose Night set the benchmark for how teams can celebrate their alumni in a way that benefits the organization, the player and the fans.

This campaign excelled as it:

**Created a shared experience:** The Bulls transformed a single game into a multi-day event, allowing fans to participate in or follow along via various touchpoints. The game was the hottest Bulls home ticket of the year.

**Leveraged nostalgia & authenticity:** Derrick Rose is an iconic figure in Chicago, and the campaign tapped into that emotion with storytelling that felt genuine, personal and deeply connected to his journey.

**Maximized digital reach:** The Bulls strategically released content that didn’t just reflect on Rose’s career but also engaged a global audience, breaking the team’s YouTube records and driving significant social engagement. The team proved it could meet and surpass a big moment creatively, setting the bar for future major events (such as next season’s actual jersey retirement).

**Generated lasting impact:** Tying in a community element ensured that the campaign had a tangible impact beyond the celebration itself and reinforced Derrick’s Chicago roots and the person he is off-the-court.

Objective

The objective of Derrick Rose Night was to create an unforgettable experience that honored Derrick Rose’s legacy while strengthening the emotional bond between the Chicago Bulls and their fanbase. Through immersive storytelling, exclusive content, giveaways, custom merchandise, the celebration was designed to pay tribute to Rose’s impact on the city of Chicago while engaging fans globally.

The Bulls sought to extend the moment beyond the game itself by curating meaningful activations—including a community initiative in Derrick’s childhood neighborhood, a private gathering for Rose’s teammates and family, and a dynamic atrium activation for fans to appreciate Derrick’s accolades. Additionally, it was important to harness the nostalgia many Bulls fans have for Derrick’s time in Chicago while reinforcing Derrick’s identity and vision after 15 years in the league.

Ultimately, Derrick Rose Night was about more than just honoring Derrick as a player. It was about celebrating a cultural icon, reinforcing Chicago’s basketball heritage, and delivering a once-in-a-lifetime moment that fans would cherish.

Strategy & Execution

The Bulls took an integrated and multi-faceted approach to Derrick Rose Night, ensuring maximum impact across in-arena experiences, community initiatives and digital storytelling.

**Drive Anticipation Pre-Event:** Leading up to the game, the Bulls activated a mix of announcements and content drops to build anticipation. The reveal of “The Rose Garden” pollinator project in his childhood neighborhood of Englewood set the tone, aligning with Derrick’s Chicago roots and commitment to giving back. A private alumni brunch further cemented the personal nature of the tribute, while an interactive atrium installation allowed fans to immerse themselves in his journey.

**Game Night Experience:** The Bulls created an immersive Derrick Rose exhibit in the United Center atrium, representing Derrick the player and the person. No detail was overlooked. The centerpiece was a powerful halftime ceremony, featuring heartfelt speeches from Bulls icons Neil Funk, Stacey King and Joakim Noah. Fans in the arena received commemorative merchandise, while special lighting, video elements, and in-game storytelling amplified the emotional weight of the night.

**Digital & Social Amplification:** The Bulls strategically released exclusive content across platforms, including two centerpiece longform videos that became among the top-performing content in franchise history.

Organizations

• Chicago Bulls

Links

•   Website

Featured

• Derrick Rose

Credits

Susan Goodenow
EVP, Brand & Public Affairs
Chicago Bulls

Sarah Smith
Executive Director, Marketing
Chicago Bulls

Kayla King
Manager, Brand & Fan Development
Chicago Bulls

Alex Compton
Manager, Integrated Marketing
Chicago Bulls

Haley Zahn
Senior Coordinator, Brand & Fan Development
Chicago Bulls

Adrienne Scherenzel
VP, Community Engagement
Chicago Bulls

Matt Yob
Director, Alumni Relations
Chicago Bulls

Madelyn Fainga’a
Coordinator, Social Responsibility
Chicago Bulls

Michelle McComas
Executive Director, Entertainment and Events
Chicago Bulls

Max Berman
Director, Game Production and Entertainment
Chicago Bulls

Zaida DeGuzman
Director, Event Production and Event Strategy
Chicago Bulls

Luka Dukich
VP of Content
Chicago Bulls

Brad Siegel
Executive Director, BullsTV
Chicago Bulls

Chris Ramirez
Director, BullsTV
Chicago Bulls

Daniel Morley
Senior Editor, BullsTV
Chicago Bulls

Joe Pinchin
Director, Digital Content
Chicago Bulls

Nikko Tan
Senior Manager, Digital Content
Chicago Bulls

Jon Shoemaker
Executive Director, Bulls Design
Chicago Bulls

Jimmy Mitchell
Design Manager
Chicago Bulls

Jeff Pitcock
Senior Manager, Bulls Design
Chicago Bulls

Jamie Litoff
Executive Director of Partnership Marketing
Chicago Bulls

Megan Donovan
VP of Partnership Marketing
Chicago Bulls

Laniesa Shafer
Partnership Marketing Manager
Chicago Bulls

Danielle Finnerty
Senior Manager of Partnership Marketing
Chicago Bulls

Monica Morrison
Senior Manager, Hospitality and Experiences
Chicago Bulls

Patrick Sandusky
VP of Communications
Chicago Bulls

Beth Esler
Director of Basketball Communications
Chicago Bulls

Aaron Carter
Manager of Brand Communications
Chicago Bulls

Olivia Blatchford
Senior Manager of Retail Merchandising
Chicago Bulls

Ethan Wilen
Senior Coordinator, Alumni Relations
Chicago Bulls