Indiana Pacers Road to the NBA Finals Playoff Campaign

ABOUT THIS ENTRY

We turned the Indiana Pacers’ 2025 NBA Finals playoff run into a real-time, multi-platform digital experience, rooted in the belief that “in 49 states it’s just basketball, but this is Indiana,” using social-first storytelling, cultural moments and fan-driven content to bring audiences closer to the team. Through community-driven moments that showcased Hoosier Hospitality and a magical playoff run that even sparked a viral crossover with Rob49 and his song “WTHELLY,” we had fans everywhere rally behind us, turning our magical playoff run into something the whole world was watching and experiencing right alongside us.

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, which was 1st among all North American professional sports teams.

Moments like our collab with 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 defining belief in Indiana’s basketball culture became the strategic and creative foundation of our 2025 Playoff campaign, shaping how we showed up across every platform and moment. Our objective was to translate that identity to a national and global audience, positioning Pacers basketball as distinct, emotional, culturally relevant, and impossible to ignore.

Beyond traditional playoff coverage, we set out to reimagine what a postseason run could look like on social. We leveraged real-time storytelling, innovative formats, and fan-driven moments to create a dynamic, always-on experience. Every piece of content was intentionally designed to deepen engagement, reflect the authenticity of our fan base, and stand out in a crowded playoff landscape.

As the field narrowed from 16 teams to the NBA Finals, we brought fans along for every moment: every buzzer-beater, every time we knocked out the series favorite, every moment we were counted out, and every win from both the players’ and fans’ perspective, capturing the emotion of a run that meant everything to the city of Indianapolis.

Strategy & Execution

Our approach treated the playoffs as an immersive, multi-platform experience, designed for fans who want more than just scores or highlights. Every moment, including buzzer beaters, dramatic finishes and being counted out, was captured and celebrated across multiple angles, formats, and platforms, reflecting how today's audience consumes and experiences games.

From short-form video and alternate angles to bench and broadcaster reactions, stop-motion edits, and custom illustrations, each piece of content told the story of the run in real time. Nightly NBA Finals manifesto-style graphics acted as rallying cries, while fan-driven content and engagement prompts captured fans’ raw emotion—from the elation walking out of the arena, to celebrations in the streets of downtown Indianapolis, to interactions with supporters from around the world—creating a shared, communal experience that connected audiences everywhere.

Cultural relevance amplified the campaign: Rob49’s viral “WTHELLY," and Tyrese Haliburton's performances naturally sparked a collaboration that just made sense, while community moments, like a NYC firefighter experiencing Hoosier Hospitality, showcased the human side of fandom. Historical storytelling blended footage from the 2000 Finals with current highlights, connecting generations of fans.

The result was a playoff run that felt interactive, experiential and distinctly Indiana, creating a must-follow experience for everyone watching.

Organizations

• Indiana Pacers
  STN Digital

Links

•   YouTube
•   Instagram
•   TikTok
•   X

Credits

Tyler Beadlescomb
SVP, Content & Marketing
Pacers Sports & Entertainment

Zach Hughes
Senior Director, Social Content
Senior Director, Social Content

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