Archive for the ‘All-Star Weekend’ tag

NBA All-Star Weekend a Slam Dunk

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NBA House

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The spectacle of NBA All-Star, one of the most electrifying sporting events in the world, came to New York City in February 2015. MKTG INC worked with the NBA to develop and produce a concept that would bring all NBA Fans together in celebration of basketball and its unique connection to NYC.

Welcome to the NBA House, 2015 All-Star edition. 70,000 sq ft of basketball activities, sponsor activations, and legendary NBA player appearances. Player appearances included Anthony Davis, Carmelo Anthony, Kevin Durant, Robert Parrish, and the one and only Kareem Abdul-Jabbar.

This was an extraordinary first-class entertainment experience with the NBA’s brightest stars and their fans at the center of it all.

Over 21,000 fans stopped by NBA House during its 7-day tenure in Manhattan and left with a memory that will last a lifetime.

Written by: Michael Del Monaco

Gatorade “Be Like Mike”

On Friday, Feb. 13 during NBA All-Star week in New York, Gatorade allowed fans to step into the shoes of Michael Jordan by taking part in a series of athletic challenges to celebrate the return of “Be Like Mike,” one of sport’s most iconic commercials­. Students from area high schools, media members and even Nick Cannon recreated iconic moments that defined Jordan’s career—they shot, dunked, won and even dressed like Mike! The event was captured in an online video right before the All-Star game launched a social media campaign encouraging fans to show how they #BeLikeMike.

Guest speakers were NBA legends Horace Grant and Dominique Wilkins. They shared their experiences playing with and against Jordan in such epic moments as the 1988 Slam Dunk Contest and “The Shot on Ehlo” during the Bulls 1989 Eastern Conference Finals victory over the Cleveland Cavaliers. The event was another celebratory milestone for Gatorade during its 50th anniversary year.

Written by: Mary Kate Pleggenkuhle

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NBA All-Star Week Has Arrived in NYC

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Aerial Views of New York City

MKTG INC’s very own EVP, Sales and Marketing Bryan Duffy is featured in a cover story of this week’s SportsBusiness Journal talking the upcoming NBA All-Star Week(end). Check out the story and his thoughts on what it takes to cut through the clutter in a busy market like New York City. Read more here!

Source: SportsBusiness Journal, February 9 2015

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An All Star Bash for Crown Royal XO

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Crown Royal ASW

Following the announcement of Diageo’s partnership with the NBA, Crown Royal was highly present at the NBA All Star Weekend in February.

Crown Royal sponsored three parties at The Metropolitan nightclub, where celebrities from the entertainment, sports and fashion industries Reigned On all weekend long. To kick off the star-studded events, Crown Royal partnered with Kenny Smith to host his annual Mardi Gras All Star Bash. Kenny entered the party with a traditional New Orleans-style marching band, including stilt walkers. He proceeded to drink Crown Royal XO (responsibly, of course) with all his buddies in their XO-themed VIP section. Nick Cannon took over the ones and twos halfway through the party and provided tunes for the roughly 1500 guests in attendance. Shaquille O’Neal, Charles Barkley, Flo Rida, D.L Hughley, P Diddy, Grant Hill, Damaris Lewis, Romeo Miller and many others showed up to wish Kenny a happy birthday at his All Star Bash.

On Saturday, Crown Royal sponsored two parties – a day party with Terrance J and the cast of Love and Hip Hop, and a night party with Kevin Hart. Biz Markie was the DJ for the evening and Terrance J, Fabolous, NFL Saints and a bunch of basketball players were in attendance.

To round out the weekend, Robert Sickler, Master of Whisky, lead a Crown Royal tasting with media. Towards the end of the tasting Julius Erving (AKA Dr. J) made a surprise appearance for a Q&A and photo opportunity.

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Jordan Brand Takes Flight at All-Star Weekend

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AirJordanXX8Photo Credit: social-gen.com/AJXX8

In 1988, Michael Jordan ran the length of the court, took off from the free throw line and soared through the air, cocking the ball back as he delivered a perfect 50 in the final round of the dunk contest. That dunk that will forever be frozen in time; MJ suspended in air, igniting the fantasy that Jordan himself could fly. When Michael began his last round of the contest, the commentator announced: “Mission Control, ready for launch…”

This iconic image of MJ taking Flight created the logo and backbone of the Jordan brand, and brought increased attention to the line of Air Jordan’s. The Air Jordan has a long legacy within the basketball community but, this year, Jordan brand took it to a whole new level. After 2 years of innovation design, tests, reviews, and much more, the Air Jordan XX8 launched in Houston on the first day of All-Star Weekend.

Inspired by the AJXX8’s sense of stealth and night vision, an innovative and interactive trialing experience designed specifically for the AJXX8 was erected in the Houston Galleria. Consumers could step into the shoe, feel how comfortable and light it was and give it a test run through a series of challenges. The last challenge tested out the new Flight Plate technology; enabling the consumer to literally “Take Flight.” The comfort and flexibility of the shoe were clear to every consumer after trying it on, leading many of them to the Galleria Foot Locker to purchase their own pair.

The experience didn’t stop at the shoe trial; completion of the trial challenges unlocked the next opportunity for consumers, The Flight Deck. This unique build-out gave consumers a sneak peek at the complete Jordan line of 1 – 27 with the history associated with each design as well as some of the future designs that will launch for the AJXX8. The experience was hidden behind frosted doors with a bouncer out front, further creating a sense of exclusivity. Consumers never knew who they might see inside – Michael Kidd-Gilchrist, Carmelo Anthony & Russell Westbrook all came through, in addition to artists Trae tha Truth, Bun B., and Fabolous.

The Jordan experiences at the Houston Galleria became the place to be at All-Star Weekend, a victory in itself that cannot be overstated in a market known for its star-power and overall cool factor. MKTG INC & Jordan brand were able to leave an indelible mark on consumers with the launch of the AJXX8, ensuring that it will remain culturally relevant for years to come.

In short, mission accomplished.

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