23/02/2018

2018 All-Star Weekend Sports Marketing & Sponsorship Activation Innovations > Top 5

The 2018 NBA All-Star Weekend took place 16 to 18 February and, as well as seeing Team LeBron (East) edge Team Stephen (West) 148 -145, plenty of sport marketing and sponsorship innovation.

 

Brands leveraged their sponsorship of the All-Star Weekend with a mixture of immersive spaces, pre- and post-game experiences.

 

Here are our Top 6 Activations & Takeaways:

 

1 > Snapchat Leverages All-Star Weekend & Becomes A Sales Platform Via Nike Jordan Brand Partnership

 

For the first time in its short history, a partnership between Snap, Darkstore, Shopify, R/GA and Nike’s Jordan brand offered hoops fans and sneaker lovers a pre-release sales phase Air Jordan III ‘Tinker’ within Snapchat.

 

This experimental purchasing platform promotion saw the AJ3 Tinkermans sold on Snapchat – with same day delivery – after the NBA All-Star Game.

 

The limited edition mechanic offered those attending the the Jumpman All-Star after party to scan an exclusive snapcode and receive the shoes by 10.30pm that night.

 

 

The limited edition shoe Snapchat sale was sold out in just 23 minutes.

 

As well as the codes, Snap geofenced the area and within that geofence fans could access a 3D augmented reality Michael Jordan lens.

 

“When we look at doing digital marketing, we really want to make sure we engage the community with something the consumer has never seen before,” explains Jordan brand global senior digital director Dan Habrison.

 

“Looking at what the list is from a technological standpoint, augmented reality, mixed reality, and virtual reality have been out there for a couple years. But we wanted to make sure we did it with purpose, and did it meaningfully.”

 

A sales first for Snapchat and a PR purchasing stunt for Jordan brand, but was this sales stunt also a genuine product purchasing test for Snap as it seeks to expand and find a route into e-commerce?

 

This All-Star sneaker stunt followed Snap’s launch of the Snap Store within its app’s discover section earlier this month: which enabled it to sell Dancing Hot Dog Plushies, Snapchat winkface sweatshirts and other products related to the app.

 

As for the Jordan Brand at this year’s All-Star Weekend, there was plenty of on-court exposure as the Jumpman logo appeared on jerseys in the NBA All-Star Game for the first time ever, while the NBA-Star Celebrity Game (presented by Ruffles) jerseys were also be Jordan Brand.

 

The brand further supported its event activation with OOH ARcreative on Staples Center, as well as at addition high impact locations downtown.

 

 

Plus, the Jordan Brand All-Star product lineup was highlighted by the 30-year-anniversary of the Air Jordan III “Black Cement,” Air Jordan III “Free Throw Line,” Russell Westbrook’s Why Not Zer0.1 “City of Flight,” Air Jordan VIII “OVO” and more.

 

 

 

The brand also partnered with Foot Action’s DTLA Flagship Store featuring Nike Kicks Lounge, House of Hoops Hollywood and Highland, the Nike East LA Community Store, Nike The Grove and SNKRS to feature key products throughout the week

 

While there was an ‘open to the public’’ Jordan Family Block Party hosted at the Nike East Los Angeles community store on 17 February 17: designed to be a community celebration of greatness and featuring product customization, athlete appearances and on-court experiences.

 

Also, located near downtown Los Angeles, Jordan Brand’s Studio 23 space gave the next generation an opportunity to collaborate and co-create with Jordan Family members and friends of the brand that represent greatness in art, music, style, and culture.

 

 

While on the CSR side, Jordan Brand continued its efforts to inspire young students in the classroom and beyond through the Jordan Wings Community Program which announced an  expansion into the city of Los Angeles with six new partners.

 

 

2 > adidas ‘747 Warehouse St’

 

As the NBA universe descended on Los Angeles for All Star Weekend, adidas practially stole the show with its 747 Warehouse St event (www.adidas.com/us/747warehousest): an unprecedented celebration of basketball culture that showcased the brand’s key products, new technology, athlete ambassadors, musical talent and designers.

 

For two days, All-Star Weekend attendees were able to experience exclusive product, watch a celebrity game pitting 2 Chainz and Snoop Dogg’s rapper-studded teams against each other; take in performances from NERD, 21 Savage, Lil Uzi Vert, Playboi, Carti, Pusha T, and more; and enter an immersive space bringing to life the ethos of adidas’ products.

 

The heart of the weekend was the warehouse itself, an immersive experience with installations for Parley, Y-3, James Harden, and more.

 

 

Attendees also got a first-hand look at how adidas ‘Futurecraft’ is made and witness machines build Speedfactory AM4s on the spot.

 

Plus there were basketball courts and hoops, photo opps, and even a test centre offering guests the chance to show off their athleticism.

 

The event was a clear success and delivered some incredibly impressive numbers:
> 400+ media credentialed onsite producing 400+ stories
> 75 executive/athlete/talent interviews
> adidas led all brands with 42% share of voice over 30-day span around NBA All-Star
> 100% neutral to positive sentiment
> #747WarehouseSt was mentioned 6x more than Nike’s #makersofthegame

 

The event experience was the talk of All-Star weekend, with media singing the praises of the event experience (with extensive and positive coverage in the likes of Highsnobiety, Footwear News, Hypebeast, Vibe, Business Insider and Complex:
> “adidas has unanimously won NBA All Star Weekend with the 747 Warehouse St. space. The space + everything that went down inside of it was, in my opinion, the most powerful brand statement that adidas has ever made.” Rich “Maze” Lopez, Sole Collector
> “In all my years covering sneakers, you guys have never done anything like this, wait, actually no brand has ever done anything like this.” Nick DePaula, Nice Kicks
> “The size and scale of what you guys have created for to celebrate basketball, culture and music is incredible.” Pablo Torre, ESPN
> “Out of all the events I’ve attended at NBA All-Star, and there’s been a lot, creating a shoe in the Maker Lab pop-up was the best experience.” Madison Hartman, Complex
> “This is bigger than everything else going on.” Ben Osborne at Bleacher Report

 

3 > Anheuser-Busch Launches ‘Budweiser Live’ at NBA All-Star Weekend

 

The official unveil of the ‘Budweiser Live’ initiative – essentially a roving pop-up experiential footprint that will run throughout the year and which aims to offer fans ‘high-touch immersive spaces and post-game experiences’ across Budweiser’s various sports properties and partnerships stable – took place over All-Star Weekend.

 

AB-InBev believe that the NBA in general and All-Star Weekend in particular is the perfect property partner to unveil this new concept as its leads the way in terms of offering a fusion and convergence of culture, music, food and sports – thus mirroring Budweiser’s passion points for 2018.

 

The Bud Live hub was a 16,000-square foot space, located at City Market Social House in LA, and it opened on 16 and 17 February offering a programme of events ranging from tastings with brew-masters, half-court knockout, street-baller games, food, art exhibits, musical acts, NBA Legend appearances and custom clothing creations.

 

The Bud Live party opened with performances by T-Pain, A Boogie Wit Da Hoodie and MadeinTYO and a meet-and-greet opportunity with NBA stars.

 

One brand-tie-up within the space saw Levi’s install its Tailor Shop installation within the Budweiser Live space: offering custom-curated apparel for attendees to create, personalize and walk away with in real-time

 

 

All-Star Weekends cultural and creative credentials mean it is a perfect platform to launch such a multi-property project.

 

This Bud Live launch followed on the footsteps of AB-InBev launching a new NBA-themed Budweiser spot called “Don’t Just Drink Bud” and featuring fans cheering on their favourite NBA teams.

 

 

4 >  Kia Hosts Own ‘Escape the Room’ Activation At LA’s Hudson Loft

 

Long-time NBA auto partner Kia created the Kia All-Star Loft venue for All-Star Weekend featuring Kia vehicles, player appearances and heavy NBA-branding (around 700 basketballs decorating the space).

 

 

The loft was amplified across the car company’s digital and social channels including Instagram and Twitter.

 

 

 

Indeed, a central pillar of the branded experience encouraged fans to guess how many basketballs are in a Kia vehicle for a chance to win a $1,000 NBAStore.com gift card.

 

At the end of the weekend, Kia donated all the basketballs from the space to Girls InInc.

 

Plus, for the third consecutive year, Kia had a brand patch on the All-Star Game uniforms worn by the players and those jerseys sold at retail in the USA.

 

Kia also acted as the title partner of the All-Star MVP Award: with a Kia executive presenting the award postgame. As with previous years, Kia ran an All-Star MVP fan vote via digital, social, and in-arena.

 

 

Handily for the brand, the award was won by Kia ambassador LeBron James.

 

 

Plus Kia displayed a Sorento at LACC and a Stinger and a Sorento at LA Live: linked to a parallel ‘Beat the Buzzer’ quiz at the display for a chance to win Kia/NBA-branded water bottles

 

 

5 > State Farm Launched Its New ‘Game Night’ National TV Spot On State Farm All-Star Saturday Night

 

 

This new commercial dovetailed with State Farm serving as the title partner of All-Star Saturday Night and, as with previous years, State Farm branding was prominently placed on stanchions, pole pads, seatbacks, and on-court decals throughout the event.

 

Plus, State Farm ran an in-arena video tied to the social responsibility work State Farm has done with the NBA.

 

The sponsor also brought back the All-Star Assist Tracker to tally the number of ‘assists’ that happen during the NBA All-Star Game on Sunday night, and State Farm donated $1800 per ‘assist’ that take place during the All-Star Game – $5 per ‘assist’ throughout the season – and will fund State Farm’s Community Assist Events

 

State Farm also created an installation at the Bleacher Report Santa Monica pier activation that revolved around a giant, interactive James Harden head.

 

 

 

6 > Tissot Sponsors The :24-Second Challenge In Turner TNT All-Star Road Show

 

The watch brand, the All-Star Weekend official timekeeper,

 

 

leveraged this 24-Second theme in a new TV commercial it rolled out the week of All-Star.

 

 

as it has with its specific basketball club tie-ups.

 

 

The ‘Tissot Style Watch NBA Crossover’ activation also aimed to put fans in the players shoes and clothes.

 

This initiative resembled the NBA back-of-house when players walk into an arena and the brand captured a 360 image of the fans as they walk through the space.

 

 

Tissot also gifted the winners, coaches, MVPs, and ASG players with custom Tissot watches with casebacks featuring their respective events

 

 

 

Plus Tissot built retail displays in LACC, JW Marriott, Staples Center Concourse, and Crossover as well as their El Segundo store and also hosted a sales promotion and meet and greet with a NBA player at Nordstrom in Century City.

 

It also followed up its NBA All-Star Weekend work with a new spot leveraging its FIBA sponsorship.

 

 

 



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