One Tree Hill Reunion Charity Game

About This Project

Summary

In an effort to leverage the fandom of two NC basketball legends, we reunited the cast from the hit 2000’s teen drama One Tree Hill for a charity basketball game at Michael Jordan’s HS gym on the same court the show was filmed, all to raise funds for The V Foundation for Cancer Research. We amplified the fundraising via an interactive livestream on “House of Highlights" with merch, prizes, auctions, and live interactions with fans, with America Eagle joining as our presenting sponsor.

Goals & Objectives

The goal was to create a major pop-culture moment to raise funds for cancer research by using the combined power of fandom and live-stream fundraising strategies, celebrating the connection between a legendary coach and a hugely popular TV show to galvanize a global community.

Results & Impact

We sold out a historic filming location for an unparalleled meta experience for fans of the most popular teen drama of the 21st century, created a powerful partnership with a major brand, American Eagle, and produced a broadcast quality global livestream, raising over $100K for The V Foundation.