Major sports milestones don’t occur every day, but when they do, it seems like the whole world is watching. In March, the Dallas Mavericks’ Dirk Nowitzki became just the sixth player to join the National Basketball Association’s elite 30,000-point club. Achieving that milestone put him in the company of Hall of Fame legends Kareem Abdul-Jabbar, Karl Malone, Kobe Bryant, Michael Jordan and Wilt Chamberlain.
Social media lit up, of course, as fans and major brand names were along for the ride every step of the way. No. 41’s achievement vividly showcased the power and potential of social media to reach target markets with precision and meaning.
The Mavericks used #Dirk30K to mark Nowitzki’s accomplishment, receiving nearly 2.5 million engagements from 146 different entities, including the NBA, various media outlets and fellow German athletes like soccer stars Toni Kroos and Marco Reus. All of that social media love added up to more than $4 million in value.