Joel Is Not Happy

The NBA is the most tweeted about sports league but fans use the same tired, old, gifs to react to plays and Joel Embiid, one of the NBA’s most socially savvy players, was sick of it. As an Official Sponsor of the NBA, MTN DEW created The Joel Embiid Deserves Better Reactions Gif Collection so that Joel’s amazing highlights can finally get the gif reactions they deserve.

Case Study

The NBA sparks more social conversation than any other sports league. Fans react to big plays with GIFs. But the same ones are overused. NBA all-star Joel Embiid's highlights deserve better. So MTN Dew proved their new platform "Doing Is Better Than Not," by making a GIF collection for him. The GIFs instantly became part of internet culture being used 6.5M times during the NBA All-Start Weekend and trended on GIPHY during the biggest basketball event of the year.