To kick off the NBA season, Samsung rallied LeBron James fans with a simple call: post a selfie with #TogetherWeRise. Thousands did, and their photos became a massive video mosaic of LeBron’s iconic chalk toss, displayed on an 80x40-foot billboard above the Miami Heat arena.

Fans loved it—240k Facebook likes in one night, national TV coverage, and 10k+ selfies submitted, making it the year’s biggest selfie campaign.