Home Game
View the case- Brand
- Foot Locker
- Year
- 2021
- Objective
- Engagement
- Industry
- Retail
- Mechanic
- Quiz & Trivia
- Platform
- Social
- Agency
- Cthdrl
- Added
- October 2026
- 1
The player lands on flhomegame.com before the match, a companion site branded for Home Game that lays out the premise in one line: Foot Locker will issue live challenges, and the way to win is to follow @FootLocker and react fast with basketball knowledge.
- 2
The player follows @FootLocker on Twitter and tunes into the NBA All-Star Game broadcast on March 7, 2021; the game runs live alongside the match, starting at tip-off and continuing through the full broadcast.
- 3
Throughout the game, Foot Locker posts challenges tied to what just happened on the court, in three recurring formats: prop bets that ask the player to predict an upcoming in-game event, speed-runs where the fastest responders win, and trivia questions on basketball and sneaker culture.
- 4
The player enters a given challenge by replying directly to the Foot Locker tweet with the hashtag #FLHomeGame, which serves as the entry.
- 5
From the tweet, the player clicks through to flhomegame.com, unlocks the gated challenge tied to that tweet, submits an answer there to enter the drawing, and can check the rules for that specific contest on the site's contest-rules page.
- 6
Winners don't earn points but physical prizes and experiences: game-worn sneakers from Quavo, Melody Ehsani-signed Air Jordan 1s, a virtual shooting session with coach Lethal Shooter, a $500 Foot Locker gift card from Rick Ross, a $500 @slamgoods gift card, or a feature on @LeagueFits.
Objective
With the 2021 NBA All-Star Weekend cut down to a single fan-less game in Atlanta, Foot Locker had no live event to activate around and no crowd to play to. It needed a way to keep fans engaged with the brand for the full length of the broadcast, tied to what was actually happening in the game rather than a pre-made video. A Twitter follower boost and in-game product exposure were the secondary goals.
Solution
You follow @FootLocker on Twitter and watch the All-Star Game. As the action unfolds, Foot Locker fires off a challenge tied to the moment: predict what happens next, race to answer first, or field a basketball trivia question. Replying to that tweet with #FLHomeGame drops you onto flhomegame.com, where the actual challenge unlocks along with the rules for that round. Answer fast and right, and you're in the running for real prizes — game-worn sneakers from Quavo, a pair of Melody Ehsani Air Jordan 1s, a virtual shooting session with coach Lethal Shooter, gift cards, or a feature on @LeagueFits — so a session ends the moment the next challenge drops and you're back on Twitter waiting for it.
Results
Sources
The campaign drew 8 million organic impressions and around 2,000 positive comments, and gave Foot Locker its largest Twitter follower growth in two years.
