NBA All-Star Weekend: SurveyMonkey takes over downtown SF

112M

Total impressions across out-of-home, digital, and social

82K

Total clicks across every participating ad network

Contracted out-of-home placements across transit, street, and airport

Days in market, Feb 10–19, 2025

My role

Head of Brand Creative. Creative direction for the OOH system, animated assets, and video

Team

Brand Creative studio with Paid Marketing

In market

Feb 10–19, 2025 · San Francisco

Channels

OOH and digital OOH, Muni takeovers, LinkedIn, Meta, Reddit, and display

01 — The insight

Courtside is full of tech execs.

Warriors courtside seats are famously filled with tech executives, and All-Star Weekend would bring even more decision-makers to San Francisco. Instead of buying into the event, SurveyMonkey showed up everywhere around it.

02 — The plan

Own the route, not just the venue.

Digital billboards, Muni takeovers, and animated screens followed a visiting attendee’s path: SFO arrivals, airport shuttles to hotels and arenas, the Yerba Buena/Moscone station, BART liveboards at Powell, the Salesforce Transit Center, and eye-level digital on Market Street.

LinkedIn, Meta, Reddit, and display carried the same creative to people who never set foot downtown.

SurveyMonkey ad on the large screen inside the Salesforce Transit Center — Salesforce Transit Center

A row of Salesforce Transit Center wayfinding screens showing SurveyMonkey ads — Salesforce Transit Center wayfinding screens

Street-level digital kiosk with a SurveyMonkey All-Star ad — Street-level digital kiosks

03 — The creative

You may not be an All-Star, but you can survey like one.

The creative traded on humorous stats and puns on employee names, putting SurveyMonkey’s audience reach and speed to insight side by side with NBA stat lines. It met fans where they were: a little self-deprecating, very basketball, and a clear invitation to try the product.

Billboard reading You might only dunk cookies but your campaign could score big with precision insights — “You might only dunk cookies”

Market Street kiosk showing a SurveyMonkey All-Star ad — “Survey creator levels: All-Star”

NBA All-Star Weekend

04 — Results

→112M total impressions across out-of-home, digital out-of-home, LinkedIn, Meta, Reddit, and display

→82,000 total clicks across every participating ad network

→More efficient paid search, with a post-stunt lift in free sign-ups and net new business

Credits

SurveyMonkey Brand Creative studio · Paid Marketing