ESPN / NBA

In an effort to help the NBA to dethrone the NFL as the viewership king on Christmas Day, we enlisted the help of Santa (comedian Jon Glaser) to rebrand Christmas as, ‘XMS: The Official Holiday of the NBA’.

In our 360 campaign, Santa gave some of the NBA’s biggest stars a one-of-a-kind platform; his lap. During the weeks leading up to the big day, he was everywhere – digital, social, ESPN in-show appearances, music videos, broadcast and beyond. The results were huge - a 39% increase in ratings, the network’s biggest in ten years.