NBA All-Star Activations 2019 All-Star Game Charlotte, North Carolina NBA All-Star Activations

What is sponsorship activation? Sponsorship activation is the action taken to escalate its impact and to increase the overall value of the sponsorship The most effective campaigns combine the sponsorship and events that activate them with additional advertising, direct marketing, PR and merchandising

Activation Examples Because of the significant investment required to sponsor major events like the NBA All-Star Weekend, brands often roll out comprehensive activation strategies to connect and engage with those fans Let’s take a look at some examples from the 2019 NBA All-Star Weekend

McDonald’s Created an “All-American Art Wall” multimedia installation displaying historic All-Star game moments Hosted a youth clinic for local kids coached by former NBA players Developed #WhereTheFutureStarts Challenge where local high school basketball coaches competed in a skills competition to win grants for their schools’ hoops programs; Rolled out the McDonald’s Snack Truck serving Big Mac Bacon Burgers and Cheesy Bacon Fries

McDonald’s

State Farm To activate its sponsorship as title sponsor of “All-Star Saturday Night”, State Farm created a unique locker room experience that displayed memorabilia from All-Stars Chris Paul, James Harden and State Farm “agent” (from the commercials) Cole Perez Allowed fans to test their skills at a branded pop-a-shot game with opportunities to win prizes Offered augmented reality photo-ops with Chris Paul that could instantly be shared to social media

State Farm

Express The fashion brand took over a local restaurant and opened a “Dress Like a Pro” pop-up shop The pop up featured player appearances and a chance for fans to win tickets to a future NBA game of their choice by taking pictures inside the shop and tagging them on social media Sold exclusive NBA-licensed merchandise on-site, allowing fans to personalize t-shirts

Express

Rakuten Launched an outdoor “Splash for Cash” experience, featuring an emcee doing play-by-play, where attendees shot baskets for a chance to win prizes (including tickets to the All-Star game)

Rakuten

Tissot Swiss watchmaker Tissot activated its sponsorship with a “Tissot Style Lounge experience” at a shoppable pop-up store Featured appearances from All-Star players like Kemba Walker and Klay Thompson (and other NBA players) Created an interactive mural featuring work from NBA artist Victor Solomon and a mixed reality “buzzer-beater” shooting game

Tissot

Jordan Brand Staged takeover of Charlotte’s historic Mint Museum with a variety of interactive basketball themed exhibits and displays (including a fully functional basketball court on the ground floor of the museum where basketball skills and drills clinics were held) Created a customization station where fans could personalize uniforms Opened a SNKRS pop-up shop experience based on Nike’s mobile app and a “perfect fit” engagement that let attendees test out Nike’s new Adapt BB self-lacing shoe

Jordan Brand

Bleacher Report Turned its popular “House of Highlights” platform into a live experience Set up basketball games letting fans compete Launched a DJ Battle competition, a gaming lounge, art and style installation Provided a live performance from 2 Chainz

Bleacher Report

Mtn Dew Created a “Courtside Studios” interactive experience Provided player interviews in front of live audiences Offered samples at a Mtn Dew “mocktail” bar Distributed prizes from a Mtn Dew “Ice Locker Experience” where fans pressed down on a can of Dew Ice and, if it lit up, they would win a prize

MTN DEW

NBA Crossover NBA Crossover was a space that highlighted the convergence of NBA and pop culture through a series of sponsor activations Levi’s offered customized apparel Beats let fans sample products and pose for photo opportunities Mitchell & Ness hosted a social media giveaway and augmented reality photo ops

NBA Crossover

2019 All-Star Game Charlotte, North Carolina Discussion Questions

DISCUSSION QUESTIONS Why do brands sponsor events like NBA All-Star Weekend? What is sponsorship activation? Why is sponsorship activation important for the sponsorship to be successful?

DISCUSSION QUESTIONS What is an example of a company that might want to sponsor NBA All-Star Weekend? What is an example of a company that might not want to sponsor NBA All-Star Weekend?

DISCUSSION QUESTIONS Based on the examples from this presentation, can you name three companies that activated sponsorships the 2019 NBA All-Star Weekend? What is sponsor recall? Why is it important to sponsors?

DISCUSSION QUESTIONS Can you think of any examples of brands activating a sponsorship in the last year? If you were a sports marketing professional responsible for creating an activation at next year’s NBA All-Star Weekend, what would you do to maximize exposure for your brand?

2019 All-Star Game Charlotte, North Carolina SOURCES

SOURCES Event Marketer Medium Sports Business Daily