Everyday, scores of Nike Basketball fans tweet @Nikebasketball to connect. Nike wanted to take tweeting to the next level by directly connecting fans to their basketball idols. Nike Primetime is an app that lets the NBA players reply to tweets through custom video. When an NBA star logs in, posts and tweets collected by Nike are there waiting for the player. Then, the player simply chooses a tweet and surprises a fan with a special video response. The lucky fans who receive a video reply can then share it on Facebook, encouraging more fans to join in.

NOTE FOR THE JURY:

PASSWORD: awardsrga