WHATSAPP x BIG 12
HOOPCHAT
For college basketball fans, March means one thing: talking ball, all the time.
From courtside commentators to social spectators, there’s no shortage of voices adding analysis, predictions, and commentary. But while the noise builds hype, nothing matters more than the chatter in your own group chat. That’s where the trash talk never stops, the perfect reaction memes get the love they deserve, the history of hot takes hits hardest, and the most IYKYK jokes land every time.
This season, where chatting is nearly a sport in itself, WhatsApp invited fans to bring their best game to the group chat by turning their group chat into a Hoopchat.
To bring this to life, WhatsApp partnered with the Big 12 at the Big 12 Tournament in Kansas City, giving real group chats a stage for their sports commentary. We also engaged with students and fans across multiple touchpoints, both on the ground and online, throughout the tournament.
From courtside commentators to social spectators, there’s no shortage of voices adding analysis, predictions, and commentary. But while the noise builds hype, nothing matters more than the chatter in your own group chat. That’s where the trash talk never stops, the perfect reaction memes get the love they deserve, the history of hot takes hits hardest, and the most IYKYK jokes land every time.
This season, where chatting is nearly a sport in itself, WhatsApp invited fans to bring their best game to the group chat by turning their group chat into a Hoopchat.
To bring this to life, WhatsApp partnered with the Big 12 at the Big 12 Tournament in Kansas City, giving real group chats a stage for their sports commentary. We also engaged with students and fans across multiple touchpoints, both on the ground and online, throughout the tournament.
HOOPCHAT
We put on a pre-game sports show hosted by Filayyyy and featuring two real group chats bantering about basketball, which sparked fun and excitement among fans at the Power & Light District in Kansas City, right in the heart of the Big 12 Tournament.SOCIAL ANNOUNCEMENT & RECAP
In a social-first, Man-on-the-Street–style video, Filayyyy roamed the Big 12 Tournament asking fans group chat–related questions. We also posted a hype reel summarizing the event, following the weekend.EVENT SETUP
In between our Hoopchat show segments, the space featured exclusive WhatsApp jerseys, basketballs, and phone chargers, along with a branded photo booth.Inside the arena, we executed digital takeovers that appeared on ESPN broadcasts. Across 9 televised games, the message reached ~7.1M viewers in total and averaged 794K per game.
HOOPBUS
We wrapped the Hoopbus in unmissable WhatsApp green and stationed it at Fan Fest, directly outside the Big 12 Tournament.
BTS
Can’t tell if the KC BBQ or DJ Diesel show was more of a highlight.
CREDITS
Agency: Translation LLCClient: WhatsApp x Big 12
Junior Art Director: Kamiin Valree
Junior Copywriter: Kofi Lost
ACD Art Director: Hailey Boerema
ACD Copywriter: Em Frederick
Group Creative Directors: Emmeli Osterdahl & Aryan Aminzadeh
CCO: Jason Campbell
Event Production: TH Experiential