Viewership peaked at 5.68 million for the matchup, becoming the most-watched primetime program among all key demographics on Dec. 9, Nielsen data shows. It was the most-watched non-Christmas NBA game during the regular season on any network since February 2018, Nielsen found.

“The Heist II” will air on linear television, digital, and social channels, with out-of-home, audio ads, and IRL activations also planned. Behind-the-scenes bits and related pieces of content, drawing in NBA A-listers like Grant Hill and others, will roll out in the coming weeks.

“We’re leaning into the cultural node strategy, looking for audiences that over index and have a higher likelihood of tuning in—sneaker heads, gamers, pop culture fans,” Henault said. “We’re approaching this campaign with a lot of assets that will target different audiences.”