How can we give away free basketball tickets and claim the game?

Night of the Giants is the most important basketball game in Belgium between our country’s two biggest cities: Brussels and Antwerp. As the sponsor of the Antwerp Giants, sports channel Play Sports had 1,000 free tickets to give away. But instead of just giving them away, people would earn their ticket and show that Play Sports is more than just a sports channel for football.


We turned tickets for Night of the Giants into basketballs and had people ‘steal’ their ticket from a player. In a social video, the Antwerp Giants challenged fans to come and steal their ticket on a street court in Antwerp. The court itself was turned into a giant billboard to announce the event. Two weeks before the game, fans had 24 seconds to steal their ticket by going one-on-one with a player. After every steal they could have their unique ticket signed by their hero, making it a 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.


Hundreds of basketball fans turned up for the event, and in less than four hours every single basketball was stolen!

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