Indiana Pacers Road to the 2025 NBA Finals

ABOUT THIS ENTRY

The Indiana Pacers’ Road to the 2025 NBA Finals transformed the postseason into a real-time, multi-platform digital experience across all our social channels (Facebook, Instagram, Snapchat, Threads, TikTok, YouTube, and X), bringing fans closer to the team while growing the Pacers’ national and global presence. By blending live-game creativity, cultural relevance, and community-driven storytelling, the campaign became a generational brand moment, which strengthened loyalty, attracted new fans and delivered lasting impact beyond the 2025 postseason.

How does this represent "Excellence in Engagement"?

The Pacers’ 2025 playoff campaign turned fans into part of the story. Every buzzer beater, every dramatic finish, and every moment we were counted out was shared and celebrated—whether fans were leaving the arena, cheering in downtown Indianapolis, or connecting from around the world. Real-time content captured those raw emotions and made people feel part of the run.

The results speak for themselves: 686.2 million video views (1st in the NBA), 43.9 million engagements (2nd in the NBA), and 308% engagement per follower (1st in the NBA). Nearly 1 million new followers joined across platforms, TikTok surpassed 1 million followers, and YouTube earned a Silver Creator Award for 100,000+ subscribers. June alone saw 374.3 million video views—1st among all North American sports teams.

Moments like Rob49’s viral “WTHELLY” showed how on-court performance can cross into culture, proving that modern fan engagement isn’t just about numbers—it’s about creating experiences fans feel part of.

Objective

“In 49 states it’s just basketball, but this is Indiana.” 

This quote, deeply ingrained in Indiana’s basketball culture, served as the creative foundation for the Pacers’ 2025 Playoff campaign, guiding how we showed up, told stories, and engaged fans across social. From the opening tip, we treated every game as a moment, not just a final score, building a social-first, dynamic campaign across Facebook, Instagram, Snapchat, Threads, TikTok, YouTube and X.

Rather than relying on traditional highlights or score graphics, we focused on the drama, emotion, and belief that defined this run. Late-game heroics, buzzer beaters and Tyrese Haliburton’s four playoff game-winners sparked multi-layered content, including alternate angles, stop-motion videos, illustrations, and animations. Nightly manifesto-style graphics during the Finals acted as rallying cries, uniting fans across the city and beyond.

Culture and community were central. Viral fan moments, like a NYC firefighter invited to Indianapolis for a VIP experience, Rob49’s “WTHELLY” collaboration and the integration of archival 2000 Finals footage amplified connection and storytelling. By blending real-time creativity, cultural relevance, and fan-driven content, the campaign strengthened loyalty, attracted new fans nationwide, and positioned Pacers basketball as an authentic, must-follow social experience that delivered lasting value well beyond the 2025 postseason.

Strategy & Execution

From the start of the playoffs, we treated every game as a moment, not just a result, building a social-first, multi-platform campaign. By leaning into dramatic finishes and raw emotion in real time, we kept our core audience engaged while attracting new fans globally.

Rather than relying on traditional score graphics or highlights, we focused on how games were won and why this team resonated with so many. Manifesto-style graphics during the NBA Finals acted as rallying cries, while alternate angles, stop-motion, illustrations and playful edits of defeated opponents brought every key moment to life, especially Tyrese Haliburton’s four game-winning shots, which became the foundation for layered, shareable content.

Culture-driven storytelling extended reach, most notably through Rob49’s viral “WTHELLY,” which referenced Haliburton and naturally evolved into an organic campaign partnership. Community participation drove content too - Fan reactions were elevated, including a viral NYC firefighter invited to Indianapolis for a VIP experience, showcasing Hoosier Hospitality and authentic social listening.

Historic storytelling connected generations, blending archival 2000 Finals footage with present-day highlights. By integrating real-time creativity, culture, and community, the campaign created a must-follow, fan-first experience that strengthened loyalty, drew new fans and amplified our scope.

Organizations

• Indiana Pacers
  STN Digital

Links

•   Website

Featured

• Tyrese Haliburton
  2025-26 Indiana Pacers Roster
  Rob49
  Pat McAfee

Credits

Tyler Beadlscomb
SVP, Content & Marketing
Pacers Sports & Entertainment

Zach Hughes
Senior Director, Social Content
Pacers Sports & Entertainment

Missy Zielinski
Associate Director, Social Content
Pacers Sports & Entertainment

Logan Kassel
Social Media Manager
Pacers Sports & Entertainment

Emily Keck
Social Media Coordinator
Pacers Sports & Entertainment

Ben Rea
Digital Motion Graphic Designer
Pacers Sports & Entertainment

Danjae Rosete
Director, Digital Video
Pacers Sports & Entertainment

Marco Martinez
Senior Digital Video Producer
Pacers Sports & Entertainment

Evan Miller
Digital Video Coordinator
Pacers Sports & Entertainment

Daniel Stallings
Associate Director, Digital Video
Pacers Sports & Entertainment

Emil Vajgrt
Senior Social Content Producer
Pacers Sports & Entertainment

Robyn Fuhrman
Director, Digital Partnerships
Pacers Sports & Entertainment

Chayse Earney
Digital Partnerships Coordinator
Pacers Sports & Entertainment

Joshua Shuck
Associate Vice President, Marketing
Pacers Sports & Entertainment

Alex Kim
Social Media Manager
Pacers Sports & Entertainment

Wheat Hotchkiss
Senior Director, Digital Marketing
Pacers Sports & Entertainment

Michael Benford
Creative Director
Pacers Sports & Entertainment