Ticketmaster partnered with NBA teams to bring OneCourt's haptic devices to fans for an innovative, real-time experience that ensures Blind and Low Vision fans can feel the excitement of every play. This campaign set out to reimagine what it means to experience live sports—placing inclusivity, accessibility, and cultural relevance at the center.
At a time when traditional viewing experiences can leave certain communities behind, our goal was to use a community-first creator to expand access to and awareness about this partnership so even more fans could experience the magic and excitement of an NBA game.
To bring this vision to life, we started with a clear mission: find a voice that could authentically talk about accessibility in sports. We built a targeted list of visually impaired and blind influencers across the U.S., analyzing content quality, audience engagement, and platform demographics to ensure credibility and impact. After rigorous vetting, we partnered with Anthony Ferraro (@asfvision), USA’s paralympic judo and social media star based in New Jersey, whose lived experience as a blind athlete aligned perfectly with our campaign’s purpose. His storytelling didn’t just inform — it inspired, showing what it truly means to feel seen and included at a live sporting event.
Ticketmaster partnered with the Portland Trail Blazers to make them the first NBA team to introduce OneCourt devices to their venue, offering fans this breakthrough technology free of charge. To bring this moment to life, we flew Anthony across the country to document his journey — from picking up the device to testing it live during an NBA game. His detailed review broke down how the device works, the immersive audio cues it delivers, and how it allows Blind and Low Vision fans to follow the speed and rhythm of the game in an unique way.
The challenge? Timing. The launch fell squarely in the middle of the holidays, when inboxes go silent and decision-making slows. And we weren’t just looking for any creator; we needed a niche voice who could speak with unmatched authenticity. With only two weeks to secure the perfect partner, arrange cross-country travel, and develop a content brief for a first-ever product launch, every moment counted.
Despite these high-stakes hurdles, our team executed flawlessly. By moving fast, aligning closely with Anthony, and empowering his creative input, we delivered a campaign that didn’t just showcase OneCourt devices, it set a new benchmark for how purpose-driven partnerships can create cultural impact. What began as a sprint to launch evolved into a movement, proving that when authenticity leads, awareness follows.
This campaign relied entirely on organic influencer-led content to drive awareness — a bold move for a first-ever product launch with only two weeks to execute. By amplifying our creator’s content across social platforms, we sparked meaningful conversations, generated strong earned media pickup, and achieved nearly 100% positive fan engagement. The impact was immediate: over 1M fans reached TikTok within just 24 hours, proving that a well-matched creator partnership can overcome timing and logistical hurdles while elevating visibility for our NBA partner teams in a way no traditional campaign could.
This partnership wasn’t just about reach, it was about resonance. By collaborating with a niche creator whose audience experiences sports differently, we tapped into a passionate community often overlooked. The result was a campaign that didn’t just go viral, it made a lasting impact.
Beyond engagement, the campaign drove real adoption. Since launch, five NBA teams now offer the OneCourt device free of charge to fans on behalf of Ticketmaster. This demonstrates how purpose-driven, authentic storytelling can deliver both awareness and meaningful change and proves you don’t need to buy attention when it can be earned by providing fans a better experience.
Total campaign results to date:
