Chase Freedom Unlimited
Introducing Cashbacking to NBA fans
Redefining the most famous press conference in NBA history
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.
From Allen Iverson talking about “practice”.
To talking about “cashbacking”.
From Steph Curry chewing a mouthguard as habit.
To using chewed mouthguards as communication.
The Ecosystem
Staying authentic across all the touchpoints
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.”
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.
Keeping 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.
Elevated 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.
