Ahhh, the NBA — the professional sports league that knows how to draw a crowd, create drama, and showcase some serious talent. Each year, when all the best basketball athletes gather for the NBA All-Star Weekend showcase, you’re bound to get all three. And 2018 NBA All-Star Weekend, held in glitzy downtown Los Angeles, was no exception.
Most of the festivities took place at entertainment complex L.A. LIVE, while the game was held at the famed Staples Center. The annual sporting extravaganza brought some serious star power and immersive activations from global brands like American Express, Jack Daniels, and Mountain Dew. (And don’t forget Fergie’s interesting interpretation of the Star Spangled Banner.)
American Express Pop-Up Experience
American Express offered consumers a treat outside of the L.A. Live complex with a multi-sensory experience that brought together basketball, art, and music. (So L.A., isn’t it?) The pop-up space gave fans a chance to experience interactive rooms and instillations with a room of handmade chandeliers basketball hoops, neon LED backboards, and a walkway of exploding floorboards.
On Friday, American Express kicked off its experience with an exclusive party for VIP guests, celebrities and influencers, including Amex ambassador Shaquille O’Neal, Anthony Anderson, Jerry Ferrara, Jesse Williams, and Maria Menounos.
Mountain Dew Kickstart Courtside Studios
Mountain Dew played a large role in the celebratory weekend as one of the main sponsors of the Rising Stars game. On top of that, the brand created a three-day public activation to launch new Mountain Dew Kickstart flavors.
Anyone who attended the multi-level experience got to play basketball and sample the new products, while Mountain Dew-canned artwork covered the walls. Big names like Kevin Hart came through and guests were treated to a performance by Ty Dolla $ at the end of the weekend.
Jack Daniels House No. 7
A sponsor for the second year, Jack Daniels open its “house” to tourists, fans, and locals for a taste of Tennessee at House No. 7 and the Lynchburg General Store. Attendees enjoyed an arcade area and mini basketball court at House No. 7. Meanwhile, at the General Store guests got shaves at the barber shop, enjoyed live music, and shopped local products from the brands hometown of Lynchburg, Tennessee. Oh, and there was plenty of J.D. to go around, too.
All of the activations brought the masses and celebrated the NBA in undeniably creative ways. Only thing they could’ve used — a silent disco party. But then again, we’re a little biased. 😉