The University of Calgary Dinos were chosen to host Final 8, Canada’s National Basketball Championship, for the first time in 46 years. But Calgary hadn’t really been attending Dinos games over the last decade. The team needed to energize Calgary and get people cheering them on in the tournament. We didn’t have much budget. But we did have one thing: a city with love for the sport. Calgary has more basketball hoops per capita than any other major city in Canada. We turned that passion into support for the Dinos by creating an AR experience that hijacked those hoops, turning backboards into billboards that hyped up the team and sold tickets. The basketball community across Calgary showed out, using the AR to snap their home courts, cheer on the Dinos, and buy tickets. And, they showed up: the Dinos game sold out for the first time in 7 years.