January 22nd, 2013 marked the 7th anniversary of Kobe Bryant’s legendary 81pt game. To celebrate the special day, we partnered NBA TV and Kobe Bryant to execute a live tweet event in which Kobe supplied insightful commentary from start to finish. Celebrities, athletes, and fans took notice, interacting with Kobe on Twitter pulling out interesting insights from an otherwise dusty archival game. Kobe and #COUNTONKOBE trended throughout the day. Viewership records were set for NBA TV. With an overall media budget of $0, Nike Basketball and Kobe established a new intriguing formula to tie social to age-old famous archival games.