The Capital Classic has been the place where future basketball stars first stretch their wings (sometimes literally, if they can dunk high enough) for almost 50 years. But with only weeks before the big event, the brand and website were not even off the ground. As a person who spends an unreasonable amount of time around sports (coaching, cheering, restocking water bottles that go missing), I offered to help build a fresh ticketing microsite. The goal was to hype players (past and present) and make people feel like they have a game they absolutely, definitely, no-question can't miss.
The Cap Classic is the longest-running high school game in the country. It's the tournament for future talent. Basically a crystal ball.
Challenge
Held annually since 1974, the Capital Classic features the brightest talent in high school basketball from Washington, DC, and around the United States in a game pit against each other. Nearing its 50th anniversary, the brand needed a refresh to reframe its importance for basketball fans.
Solution
We usually meet NBA stars at the height of their careers. But there’s something powerful about seeing where players start. We launched the site with a record of past performances, plus a place to push present storylines, reminders that the greatness step starts here.
Word traveled like today's NBA, earning reach on social, TV and radio. Though we included a livestream, the brand was current enough for a person to want to actually attend in person.
And it didn’t just look better: it worked. Players and people showed up. They left with merch. Our microsite won a CommArts Webpick, a nice little high-five from the design world.