NBA All-Star 2023
The 6th Annual Awards
- Best Brand Experience or Activation
ABOUT THIS ENTRY
NBA All-Star 2023 invited basketball fans, sports enthusiasts, and Utah locals and visitors to the state alike to come together for one-of-a-kind, immersive basketball experiences throughout the entire weekend.
How does this represent “Excellence in Engagement”?
NBA Crossover – the NBA’s marquee fan event featuring concerts, immersive partner activations such as gamified AI experiences and customizable merchandise stations, and streamed content – expanded 4x to over 250,000 square feet, including 75,000 square feet of curated new programming for families and younger audiences. NBA Crossover engaged 51,696 fans – a 72% YOY increase. For the first time ever, we employed augmented reality technology throughout geofenced zones within NBA Crossover to surprise fans with in-app drops offering free tickets and premium merchandise. NBA Ice Buckets, a larger-than-life basketball shooting game, invited basketball fans to prove that they have “ice in their veins.” Throughout the 44 activation days at NBA Ice Buckets, over 5,000 fans played more than 12,000 games. NBA All-Star 2023 also comprised the most tech-forward membership activations. NBA ID members interacted with 50+ NBA ID activations and experiences onsite and through the NBA Events App, offering members the chance to win courtside seat upgrades and exclusive access. The NBA ID Member Entrance fully immersed ID members in the courtside experience for thirty seconds, using new responsive LED floor technology and first-of-its-kind dynamic content on three sides to showcase the sights and sounds of NBA All-Stars past and present.
Objective
We wanted to use NBA All-Star to create a paradigm shift in how Utah and the league is perceived globally. The story that gets told about Salt Lake and hence the NBA is 15 to 20 years old. But we were at a transformative moment for the NBA in a state that has been transformed. We hadn’t had the opportunity to show off like this, to be with a state and a team that just gets better and better everyday. For the first time in years, the world’s eyes were on Utah, but they didn't find the Utah or the NBA of old. What used to be known for its state parks and landscapes, had evolved into a diverse and contemporary city nightlife that boasts world class art, music, and entertainment. We didn't look to the coasts because the view was better in Utah. We used NBA All-Star 2023 to highlight young and diverse fan programming and to reimagine luxury to surprise even the most discerning tastes. Through this, we showcased the innovate and entrepreneurial culture of the NBA and Salt Lake City globally.
Strategy & Execution
NBA All-Star 2023 invited basketball fans, sports enthusiasts, and Utah locals and visitors to the state to come together for one-of-a-kind, immersive basketball experiences throughout the entire weekend. With 8 months of activations leading up to February’s event, NBA All-Star 2023 was the most extended NBA All-Star ever – the Junior Jazz tour tipped off NBA All-Star programming in July 2022, the NBA All-Star Rewards Program activated in November, and NBA Ice Buckets launched in December. The NBA All-Star Rewards Program, a 4-month city-wide scavenger hunt hosted in the NBA Events App, engaged 20,000 fans across 85,000 engagements. NBA All-Star 2023 was the most globally connected NBA All-Star to date – the event hosted the most ever participating international players (22 total), including a record 6 NBA All-Star Game starters and a record-tying 9 NBA All-Stars. To further reach a global audience, NBA All-Star 2023 was broadcast in 214 countries and territories and a record-tying 60 languages. In total, more than $3M was contributed to Salt Lake City and HBCU communities during NBA All-Star 2023. The NBA also hosted the first annual NBA Foundation All-Star Pitch Competition for emerging Black entrepreneurs and awarded $100,000 in equity-free funding to the three top businesses.
Organizations
- NBA
- Utah Jazz
Links
Credits
Kelly Flatow
Executive Vice President and Head of Events Group
National Basketball Association
Gregg Winick
President of Content and Executive Producer
National Basketball Association
Joseph Graziano
Senior Vice President and Head of Global Event Strategy & Development
National Basketball Association
Carlton Myers
Senior Vice President and Head of Live Production and Entertainment
National Basketball Association
Bob Carney
Senior Vice President, Digital & Social Content
National Basketball Association
Janine Dugre
Senior Vice President - Creative Services, Brand & Advertising
National Basketball Association
Michael Donaghey
Deputy Chief Security Officer
National Basketball Association
Tim Frank
Senior Vice President, League Operations Communications
National Basketball Association
Ed Winkle
Senior Vice President and Head of Commercial Management and Integrated Partnerships
National Basketball Association
Amanda Thorn George
Senior Vice President, Communications - Global Partnerships, Social Impact and International
National Basketball Association
Megan Ryan
GM of Marquee Events
National Basketball Association
Stuart Bryan
Senior Director of Global Partnerships & Corporate Communications
National Basketball Association
Eric DiMiceli
Vice President of Social Impact
National Basketball Association
Allison Halpin
Vice President, Commercial Integration & Activation Group Lead
National Basketball Association
Shawn Weinstein
Event Management - Marquee Events
National Basketball Association
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
