Ynet Israel’s leading online news site led a campaign to send Omri Casspi, Israel's 1st NBA player, to the 2010 All Star Game.How? By channeling its readers' passion into active engagement: It collaborated with Omri Casspi fans and gave tens of thousands of them a platform to share their support.

The "Vote Casspi All-Star 2010" campaign was a special mini-site which showed fans how to vote, how many votes had been cast and how many were still needed to get him into the game.

Fans twittered about the campaign, discussed it on Facebook and debated about it on forums. National and international sports blogs wrote about the campaign, and it was also mentioned on NBA fan sites around the world.In two weeks more than 60.000 votes were cast for Casspi from 114 countries around the world.Casspi made it and became the 1st Israeli to play in the All-Star.He scored 13 points.