Where Future Legends Begin

Social-first Storytelling, Creator Content Strategy, Experiential Marketing / Event Planning, Earned Media

“The game that started it all” 

Challenge
The Hoop Culture Capital Classic, presented by Events DC, is one of the nation’s most storied high school basketball stages—but its cultural energy and visibility had faded in a crowded landscape of elite prep and all‑star events. The property needed to re‑energize its brand, reignite local pride, and reassert its place among top national high school tournaments in the run‑up to tip‑off at Capital One Arena.

Insight
The Capital Classic’s true power lives in its legacy and in the players, coaches, and communities who carry that legacy forward each year. By shifting the focus from a single game night to the stories, rituals, and relationships that build anticipation, Ruby saw an opportunity to turn the three weeks before tip‑off into a culture‑shaping runway—online and on the ground.

Strategy & Idea
Treat the Capital Classic as a living story rather than a one‑day event. Ruby designed a full‑scale social and experience strategy that made players and coaches the heroes, turned history into a source of pride, and introduced new touchpoints that connected fans, media, and partners to “the game that started it all.” The idea: build a drumbeat of content and a signature pregame experience that carried momentum straight into Capital One Arena.

What we did
In the three weeks leading up to tip‑off, Ruby executed a comprehensive social media push, producing 100+ original content pieces that spotlighted players, coaches, rich history, and the culture surrounding the Classic. We also introduced a new tradition—the Capital Classic Kickoff—a curated experience designed to honor the Capital All‑Stars, celebrate them before the bright lights, and create fresh storytelling moments for fans and media. Every element, from content strategy to live experience design, was coordinated to deepen the bond between players, community, and the Capital Classic brand.

Impact
Online engagement on Instagram increased by more than 1,135%, and the Capital Classic TikTok channel—launched at the Kickoff event—saw a 1,000% increase in activity in its opening stretch. The work generated earned media coverage from over 30 national and local outlets, including reposts from the NBA, and helped drive a 50% year‑over‑year increase in in‑person attendance, putting “the game that started it all” firmly back on an upward trajectory.

• 209K+ views — top-performing collaboration post

• 20K+ average views per post on the Signature Move series

• 82%+ of total viewers were non-followers — all new, organic audience

• Urgency-driven game week content converted online momentum into real game-day energy

Testimonial

“Angela Sikes and her team at Ruby are amazing. After one conversation with me about the history of the Capital Classic, she did her due diligence to find out what this game meant to the community of the DMV. She quickly drafted a social media and engagement plan, presented it, no questions or changes necessary and executed the plan!

She and her team flawlessly executed our first ever Capital Team event at the Museum DC, engaged over 40 players on social and brought a new and never been seen focus on the players and the Capital Classic.

Look out DMV and the U.S. for what is coming from Ruby and the Capital Classic over this next year leading up to the 2027 game and our celebration of Magic’s 50th anniversary of playing in the 1977 Capital Classic.

This is The Game That Started It All and Ruby and Angela has Started It All too!”

-Pete Deoudes, Chief Financial Officer, Capital Classic