The idea was simple: Fans tweeted requests for James, we printed them on basketballs, and then James shot them in a live event. If he missed, he fulfilled the requests.

We collected and curated Tweets for two weeks leading up to the event and on the event day, James shot 20 Tweets, which were edited live and pushed out in real time on Twitter, Facebook, Instagram and Snapchat.

Play My Tweet garnered over 120 million impressions, giving Foot Locker’s fans a chance to interact with one of the league’s biggest stars and bolstering Foot Locker’s online presence.