Dirk Nowitzki is the greatest German athlete of all time. He’s not only known for a legendary career, but also for his loyalty and sportsmanship. He’s the only NBA player in history to play for just one team for his entire career – 21 years. In order to promote his last NBA game ever, German sports broadcaster DAZN tasked us with taking over Germany’s conversation around Dirk’s last game.d Dirk’s last game.

Dirk Nowitzki played for the Dallas Mavericks for 21 years. All this time, it was “one for all”. To celebrate his long-lasting career, we turned “one for all” into #ALL41. This way, his jersey number 41 became the perfect symbol to pay this tribute. #ALL41 started a social movement that made his last game a must-see for every German sports fan.

By creating the most talked-about hashtag around Dirk’s last game – #ALL41 – we were able to dominate the social conversation and spread our message far beyond our own advertisements. Thanks to the buzz that the hashtag #ALL41 generated, we made his final match a must-see for every German sports fan.

The digital campaign kicked off with an online film promoting our hashtag #ALL41 and Dirk’s last game on DAZN – the only place where German fans could watch it. Then, specially designed #ALL41 jerseys were sent out to Germany’s biggest sports stars like Mario Götze and Marc-André ter Stegen. They paid tribute to Dirk on their social media channels and asked their fans to join. And their fans did. But fans weren’t the only ones paying tribute: TV stations, influencers, politicians and even brands used our hashtag to thank Dirk. Making #ALL41 Twitter’s #1 trending topic.

For an entire week, #ALL41 was the most talked-about sports topic in Germany. Every relevant German media outlet, dozens of influencers, countless fans and Germany’s biggest sports stars used #ALL41 to pay tribute to Dirk. The hashtag became Twitter’s #1 trending topic in Germany. Besides over 60 million media impressions, the campaign generated more than 18 million social interactions. Thanks to the social buzz that #ALL41 generated, Dirk Nowitzki’s last game had 5,800% more viewers than an average NBA game broadcast on DAZN. Showing Dirk that a whole nation stood behind him on this special night.