ALL-STAR WEEKEND CROSSOVER

Our task was to bring to life a multimedia fan experience, shining a light on the dynamic culture surrounding basketball and celebrating NBA All-Star Weekend. The guest journey required an authentic gateway to expand the NBA’s fanbase as well as deepen its relationship with existing fans.

Held over the period of three days at the Majestic Downtown in Los Angeles, guests had a chance to pose with the iconic Larry O’Brien trophy, plunge into a pit of over 1,000 foam fingers, get their haircut like one of their favorite players and warm up for a game on the court alongside a life-sized simulation of Stephen Curry. With a cohesive theme and deep narrative, the experience enhanced intrigue driving significant attendance and participation. The event showcased the cutting edge art, music, fashion, technology and entertainment that surrounds basketball today, producing numerous activations and engaging fans with the off-court culture that they love.

NBA Crossover attracted an audience of 12,500 (a 300% increase from 2017), countless opportunities for both fan and celebrity engagements and ended up hosting over 50 media outlets and numerous talent appearances throughout the weekend.