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Special Project

Special Project
From the 15th Annual Shorty Awards

House of Highlights: UGC

Entered in User-Generated Content


User Generated Content (UGC) has been a pivitol form of media that House of Highlights (HoH) uses across social media to deliver content that reaches and speaks the language of its Gen-Z audience.  

Although HoH has media rights and access to some of the most popular leagues and games in the world, UGC provides another opportunity to connect with fans and opens the aperture of sports that we can represent across our channels.  

It is also a tool that we can use to bring fans closer to the games than ever before. The HoH "Fan Cam”, taps 'real world' fans in at a game to provide a first person point of view of the action through social media.  

Strategy and Execution

House of Highlights strategically utilizes UGC to cover a range of sports and personal activities that aren't associated with traditional sports or league rights.  Whether it be posting an in-game reaction of a buzzer beater, or fan culture happening in and around the games at all different levels from grammar school to professional, HoH finds creative ways to capture UGC of these events and expand its coverage of the culture of sport.  

The HoH Fan Cam is an innovative way for the company to invite its audience to experience their favorite games and players in a whole new way with exclusive access to pre-game warm ups, player interviews and court-side viewing that gives fans the next best thing besides being there in person. 


HoH’s packing of UGC across social media, specifically with the use of the HoH Fan Cam, has helped propel it as the #1 sports brand on social for Gen Z with more than 62.6M cross-platform followers and 27.7B views. 

The HoH Fan Cam has been an attractive advertising opportunity for sponsors like  Google Pixel and a different access point to bring our fans closer to league partners at the NBA, NHL and MLB.

It has also served as a dynamic content opportunity for our broadcast coverage of games. 



Entrant Company / Organization Name

Warner Bros. Discovery Sports