The idea was simple: Fans tweeted requests for James, we printed them on basketballs, and then James shot them in a live event. If he missed, he fulfilled the requests.

We collected and curated Tweets for two weeks leading up to the event and on the event day, James shot 20 Tweets, which were edited live and pushed out in real time on Twitter, Facebook, Instagram and Snapchat.

Play My Tweet garnered over 120 million impressions, giving Foot Locker’s fans a chance to interact with one of the league’s biggest stars and bolstering Foot Locker’s online presence.

Foot Locker’s Play My Tweet utilized James Harden, one of the most exciting basketball players in the NBA, to give Foot Locker fans a unique and fun chance to engage with Harden.

Play My Tweet was created to target young, digitally savvy fans of basketball, James Harden Foot Locker. The campaign entertained existing Foot Locker followers on social media and helped gain new followers as well.

James Harden is believed to be one of the best shooters in the NBA. Foot Locker wanted to test that belief and give fans a one-of-a-kind interaction with Harden. With Play My Tweet, fans could not only engage with Harden, they could also get whatever they wanted if he missed.