The BEST Brand Activations at the 2022 NBA All-Star Crossover Experience
The hype in Cleveland, Ohio at the 71st NBA All-Star Game didn’t stop at the edge of the basketball court. Mixed into this energy-filled weekend was the NBA All-Star Crossover experience at the Cleveland Public Auditorium, which showcased some event marketing wonders which got us all geeked out!
After downloading two apps, taking a day-of trip to CVS for testing, and passing the CLEAR requirements for Covid protocol, I was able to join the massive masked-up crowd. Here are the experiential marketing brand activations that left the best impressions.
1. Meta Quest
If you’ve ever played the virtual reality experience Meta Quest, you’ll know why we were impressed as this sleekly designed booth which allowed you to sample one of the games. This VR newbie was blown away at the game and the hospitality from the VR experts! But on top of that, each participant got to customize their own Meta Quest tie-dye sweatshirt on-site with their score and more. And was given a t-shirt and socks and a bag and shoelaces and a basketball! Generous schwag! Well done!
2. Wilson Family Reunion
A little less tech, a little more human to human. Wilson built out a retail store front for fans to purchase custom merch with a glass encased streaming studio next door. The design of the space reflected a traditional family dining room where they programmed interviews and panels to be streamed on Twitch. You could peer into the space and watch your favorite influencers and players chat it up all weekend long.
3. Yahoo immersive theater
Walk into a this enclosed theater in surround showcasing key moments in basketball history. From Harlem in the 70’s to Houston in the 80’s, learn a little bit more about how the NBA got here today!
4. AT&T
This one was worth the long wait. Jump into a photo booth where AT&T will scan you to create you your own 3-D avatar. Once the avatar is delivered to your phone, you can scan one of the QR codes on their mini-set-vignettes so your mini-avatar can …. play on the moon, hype up the crowd on the red carpet and more! Pretty freaking bad ass!
5. Bleacher Report Art Showcase
Though simple, this showcase impressed this art-loving soul. Relevant artists created original art for the NBA All-Star game displayed in a sleek gallery space. From paintings to jewelry to original custom merch! And for the experiential part, you could grab a marker to color in a paint-by-number artwork to flex your own creative muscles and zen out in the midst of all the hustle and bustle!
Immersive experiences allowed local families and fans to access the celebration of NBA All-Star weekend for only $30! And brands were able to create that coveted marketing buzz all while creating some deep lasting connection. I think we can all agree, it is much needed these days!