Play Sports turned their free tickets for Night of the Giants into basketballs. And instead of giving them away, people had to steal their ticket from a player. Two weeks before the game, we invited people to a street court in Antwerp where they had 24 seconds to steal the ball in a one-on-one. After every steal, fans could have their unique ticket signed by their giant heroes to turn it into an even more unique collector’s item. And on Night of the Giants, fans could enter with their trophy, showing everybody they got in with skill, not money.

To turn the 1.000 tickets into basketballs, we copied every little detail. On every basketball, we put the name of the event, the two teams, practical information like venue, date and starting time, a bar code and even a plan of the stadium and a watermark.

In a social video, the Antwerp Giants challenged basketball fans to come and steal their ticket on a street court in Antwerp. And the court itself was turned into a giant billboard. Two weeks before Night of the Giants the court became a battlefield for tickets where fans got 24 seconds to steal their ticket.

After every steal, fans could turn their unique ticket into an even more unique collector’s item by having it signed by their giant heroes. And two weeks later, they could enter the game with the ticket they stole.

On the event, hundreds of basketball fans from all over the country showed up. And in less than four hours, every single basketball got stolen. The social video got more than 200.000 unique views. And with more than 1.500.000 media impressions, Play Sports showed it’s the leading sports channel in Belgium… also when it comes to basketball.