NBA All-Star Chicago

How do you develop a digital and on-site program without an official league deal and limited rights? Talk to the playmakers. Our team had to get seriously creative to score the right talent to bring a culturally relevant event to Chicago for the 2020 NBA All-Star Weekend.

The play included eight influencers from a wide variety of backgrounds. Streetball legend “The Professor,” WNBA superstar Sue Bird, and sneaker artist “The Shoe Surgeon” are just a few of the names we called on to activate for the event. Each influencer received a one-of-a-kind seeding kit, featuring limited-edition JBL gear made with their new online personalization tool in the lead up to the All-Star weekend.

We asked them to post their unboxings on Instagram, raising awareness for JBL’s brand and products, and their All-Star programming.

We turned JBL’s Water Tower Mall into a Chicago-inspired retail wonderland, with six of our influencers on-site to create a more cohesive story in their social content and coming across as more authentic and natural for the All-Star fans. There were panel discussions, fan meet & greets, and the integration of custom backboard art from local artist and influencer Sentrock.

In all, the creativity of our team combined with their considerable smarts and experience helped JBL smash the engagement goal by 87%, yielding a 176% media ROI and more than 214% increase in impressions year on year.

Slam dunk.