NBA All-Star Weekend is arguably the biggest moment of the NBA calendar: the single-most anticipated destination for hoops culture, drawing both hardcore fans and general audiences alike.
Ruffles had already established itself as one of the hottest brands fueling off-court culture during NBA All-Star weekend—but in 2024, we wanted to deepen our connection with consumers and with the court itself. And with a growing piece of Ruffles lore playing a role in the NBA All-Star Celebrity Game—the 4-Point "Ridgeline"—we had a powerful asset to leverage. So Ruffles tapped into the core desire of our hoops-loving audience, bringing them into the action and turning the "Ridgeline" into something more than a deep ball, but an opportunity for fans to move from the sidelines onto the main stage.
The lines between on-court hoops action and off-court fanaticism continue to blur as fans and players share lifestyle passions and the game becomes more accessible. And Ruffles—the Official Chip of the NBA—has built a reputation as a link between the game and those who live it. So as NBA All-Star 2024 drew near, we searched for new ways to deliver that deeper connection. Research led us to understand that fans are craving integrative, interactive experiences that help them transcend from being spectators to being participants. As the sponsor of the All-Star Celebrity Game, and innovators of the Four-Point “Ridgeline”—a revolutionary in-game adjustment that has developed its own unique iconography—we had just tools to make it happen.
Leading up to ASW, we seeded the Ridgeline as not only a player incentive on the court, but one that fans could use to gain access to the weekend. On social, Ruffles athletes Jayson Tatum and A’ja Wilson challenged fans to sink shots from behind their own Ridgelines, offering a trip to Indianapolis as the reward. After fielding responses from across the country, we made the Celebrity Game itself our story’s next chapter: turning the matchup into a digitally-integrated game for fans that unlocked unique prizes with every four-pointer made.
But the Ridgeline didn’t quit after the Celeb Game. Inside Nap Or Nothing—Indy’s premier sneaker shop—we created an IRL opportunity for fans to shoot their shot. Those who scored got a taste of a limited-edition Ruffles menu created by local food truck Johnson's BBQ, plus a chance at an exclusive capsule collection.
In the end, we transformed a clever in-game amplification into a multi-stage campaign that elevated fans’ role in the NBA narrative one chapter at a time. And, we further cemented Ruffles’ role in hoops culture every step of the way.
The fusion of on-court action and off-court culture has never been stronger. As the Official Chip of the NBA, Ruffles continues to bridge the gap between the game and the fans who live it. Heading into NBA All-Star 2024, our mission was clear: deepen engagement and amplify Ruffles’ role as a cultural and sports icon.
Through an organic social strategy designed to maximize impact, Ruffles delivered 2.2M organic impressions across 36 posts, generating 6K engagements with an engagement rate of 0.27%. Our presence extended beyond social, earning 2.3B campaign impressions across PR coverage, with an overwhelmingly 100% positive-to-neutral sentiment. Crucially, we ensured that Ruffles remained a focal point, securing 90.7% lead/featured brand placement in media coverage, with 96.4% of articles carrying at least two key brand messages.
This success underscores Ruffles’ ability to evolve beyond traditional sponsorship—crafting immersive experiences, generating conversation, and reinforcing its position as a driving force in basketball culture.
