Chase Freedom Unlimited
Introducing Cashbacking to NBA fans
Overview
Turning NBA culture into cashback gold
We immersed ourselves in the NBA community and used data-driven insights to ID the moments, memes, and inside jokes fans can’t get enough of.
Showing up as a fan and not a brand, we paid homage to these cultural touchpoints in a way that made cashbacking a natural part of the narrative.
Freedom Unlimited already had a champion of personal finance and an avid fan of the game in our spokesperson, Kevin Hart. We invited NBA superstars Stephen Curry and Allen Iverson to join in—creating a legendary lineup that infused new meaning into iconic references, events, and rituals that NBA fans love.
Opportunity
Tap into NBA fandom by remixing its most beloved cultural moments to make Freedom Unlimited feel like part of the game, not an ad break.
From Allen Iverson talking about “practice”.
To talking about “cashbacking”.
From Steph Curry chewing a mouthguard as habit.
To using chewed mouthguards as communication.
Solution
Cashbacking with the NBA’s biggest icons
We launched with a play on Allen Iverson’s famous “We Talkin’ About Practice” press conference—reviving it on the anniversary date of the original event. 21 years later, Iverson could finally stop talking about practice and start talking about cashbacking instead in one of our hero spots, “We Talkin’ About Cashbacking.”
Execution
Tapping legends, memes, and moments fans love
We created social extensions around the Iverson cameo, connecting clever winks about Iverson’s nicknames (“the answer”) and storied career to Freedom Unlimited card benefits.
To keep the conversation fresh throughout the playoffs, we nodded to other inside-jokes for the basketball diehards in our audience. Kevin Hart and Stephen Curry turned to poking fun at Curry’s mouth-guard chewing idiosyncrasy—using his habit to deliver Freedom Unlimited’s benefits.
To elevate through the lens of the fan experience, Chase intentionally purchased digital out-of-home assets within a two-mile radius around and inside the Chase Center, leveraging owned placements surrounding other NBA hotspots.
Results
NBA fandom drove real card relevance
The campaign brought culture and card benefits together in a way that felt tailor-made for the NBA fan. Through authentic moments and iconic partnerships, we boosted relevance and engagement – showing that Freedom Unlimited belonged courtside.