For 46 years, McDAAG has been the launchpad for future stars, but in 2023, it rose above the court, transforming into a vibrant tapestry woven with basketball, fashion, music, art, and entertainment. This wasn't just about temporary buzz – it was about forging a lasting connection with multicultural youth and solidifying McDAAG's reign as the undisputed platform for tomorrow's legends.
From February to March, Houston pulsated with McDAAG fever. Ten electrifying activations, powered by partnerships with UofH, the Rockets, local sneaker stores, and McDonald's, unleashed their magic on over 14,000 basketball enthusiasts. The streets buzzed with 224,000+ local earned media impressions, 3,000+ unforgettable giveaways, and record-breaking ticket sales.
The hype transcended Houston's borders, as earned media soared 70% year-over-year, securing 11,100 placements in national cultural and lifestyle outlets, making McDAAG a household name. Game Day was a star-studded affair, selling out the Toyota Center and seeing a 64% viewership increase for the Boys Game on ESPN and a 36% bump for the Girls Game on ESPN2. Celebrity appearances skyrocketed by a staggering 837%, with over 70 alumni, tastemakers, and stars gracing the courtside.
McDAAG 2023 wasn't just a dunk in the competition – it was a three-pointer for brand engagement and cultural relevance. Beyond being just a sport, basketball has blossomed into a vibrant ecosystem where McDAAG stands tall, consequently nurturing stars and igniting passion. This is just the beginning – the 2023 McDAAG has set the stage for a future where the future of basketball and the future of culture converge, forever redefining the game.