House of Highlights was tasked with driving awareness and tune-in for Netflix's debut of its Adam Sandler helmed basketball movie: Hustle.
The brand was to use its connection to Gen Z and authentic NBA-DNA to deliver a campaign that would authentically resonate with a mass consumer.
The approach decided to deliver authentic engagement and scale to a Netflix consumer was a two-city, two-day basketball challenge that leaned in on the creator-led content HoH has produced successfully over the past year. For this effort, eight internet creators with large and actively engaged followings were tapped to go head-to-head in a 1v1 basketball challenge.
The event fit thematically with the subject of the film and used a content format already successful with the HoH brand.
Spanning 30+ posts on Youtube, Tik Tok, and Instagram, HoH delivered a robust cross-platform program to ensure that The Hustle Challenge was the most buzzed about social conversation during its summer flight.
The campaign overdelivered in every way reaching 2M viewers on YouTube, 20M+ on Instagram, and 1.7M on TikTok amounting to $2M+ worth of equivalent ad value. More importantly it connected with an NBA-minded Gen Z audience that is otherwise difficult to reach through traditional advertisting and marketing channels.
