Amex’s Unique On-Court POV Go Pro NBA All-Star ‘Pivot’

NBA sponsor American Express ran a unique, on-court POV campaign using GoPro at the NBA All-Star Weekend called ‘Pivot’.


This digital, interactive experience gave basketball fans a never-before-seen view of the game that can be played and controlled by fans on two life-sized, 103-inch, wrap around screens at two locations around Brooklyn’s All-Star home and online via desktop, tablet and mobile at a dedicated Amex ‘Pivot’ microsite AmexAllStar.com.


The heart of ‘Pivot’ is a set of consumer-controlled videos which give viewers a player point-of-view perspective from basketball stars John Wall, Anthony Davis, LaMarcus Aldridge and Mason Plumlee


Using more than 50 HD cameras and GoPro technology, Amex shot each player’s ‘signature’ move from multiple angles.


Wall (of the Washington Wizards) shows off his 360-degree layup, Davis (New Orleans Pelicans) showcases his sweet Mid-Range Jump Shot, Aldridge (Portland Trail Blazers) demonstrates his ‘step-back turnaround jumper’ and while Plumlee (Brooklyn Nets) executes his Reverse Dunk.


Not only can fans watch the move from the player’s perspective, but viewers can also flip the technology around in order to experience just what it might be like to try and defend against these four players.


The campaign also combined ‘key moments alongside these ‘signature moves’.


Thus, in tandem with the unique technology, Amex also shot short films about each of the four players as they opened up about the pivotal points in their lives and careers.


Wall movingly grieves over his father who passed away before watching his son become a superstar.



LaMarcus Aldridge talks about how he beat the odds to become an All-Star.



Davis shares his inspiration and drive,



while Plumlee discusses his family basketball legacy.



To support both these online content sets, Amex also ran several TV spots during NBA All-Star-related programming on both TNT and ESPN.


These included a 60-second promotion for ‘Pivot’ during TNT’s ‘Inside the NBA’ post-game show, while another 30-second spot aired during TNT’s national telecast of the last NBA game before the All-Star break (which saw LeBron James’ Cleveland Cavaliers lose to Derrick Rose’s Chicago Bulls).


The players were eager themselves to experiment with the POV technology, said Deborah Curtis, Amex’s vice president of global partnerships and experiential marketing:


The financial brand partnered with several agencies on the ‘Pivot’ campaign, including  RadicalMedia, Digitas, Mindshare, Momentum Worldwide, Wasserman Media Group and PMK-BNC.




Overall, Pivot represents a smart, innovative play from Amex, offering both unique fresh technology and emotional storytelling to both members via in-person experiences and to everyone via digital platforms.


One that cuts through the All-Star clutter.


All-Star Weekend is always packed with brand activity, as well as superstar players and idols from the world’s of music and movies too.


In fact, activations at this year’s NBA All-Star Weekend covered every angle


Virtual reality offering fans a glimpse of the future? Tick!


Superstar player’s new shoe launch party? Tick!


Space age smart water, sunglasses or fashion debuts? Tick!


But none were more eye-opening or original than Amex’s work.


According to Amex global sponsorship VP Deb Curtis, the objective was to harness the very latest digital technology and provide fans with a fresh and unexpected experience.


‘That’s why we pioneered an interactive, digital video experience that gives basketball fans around the world a never-before-seen perspective on some of their favorite NBA stars—the ability to analyze the player’s signature moves, then learn about the journey behind those moves,’ explains Curtis


Brooklyn Nets forward Plumlee will be in this year’s dunk contest and his signature move is the reverse dunk.


‘I’ve never done a video shoot like this before,’ says Brooklyn Nets forward Plumlee.


‘The cameras were surrounding not just the dunk, but the approach and finish, it was pretty amazing. I don’t think there’s a better way to capture any move on the court and I can’t wait to see it all when it’s done.’


Amex places its commitment to provide its customers with exceptional access to products, insights and experiences that enrich their lives and build business success as the heart of its philosophy.


Indeed, Amex’s approach to activation is invariably based around offering exclusive, unique or preferential access for its own cardholders and this initiative was no different with the in-person, on-site experience (at NBA House and on the concourse at the Barclays centre itself) available to its membership.


American Express offered a range of behind-the-scenes NBA basketball content and player access – from ‘Pivot’ to ‘Home Court AdvantageSM’


Other strands of its NBA All-Star activity ranged from sponsoring concerts by Fall Out Boy and Jon Bon Jovi on Thursday and Friday evenings at the ‘American Express All-Star Live’ event at Hammerstein Ballroom, to its ‘American Express Service Center Court’, a Centurion Suite and Platinum Entrance to the arena itself and payments innovations such as a Brooklyn eWallet and mobile offers (with brands like adidas and The Harman Store, as well as with local NY businesses like City Crab, Duke’s and Big Daddy’s).


American Express is the Official Credit Card of the NBA, WNBA, and NBA D-League and it provides card members with exclusive experiences and access to regular-season and playoff games, plus premier events ranging from the NBA All-Star, to the NBA Draft.




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