To celebrate NBA All-Star Weekend (ASW) in NYC, we took over Long Island University’s historic Paramount Theatre and transformed it into a fan fest unlike any other. A venue that hadn’t seen commercial use since the Sinatra concerts of the 60’s became a destination spot for All-Star fans of all ages.
The space featured ASW’s only full-court fan activation, complete with NBA Legends, skills challenges, Fan Combines, dunk and dance teams and more. An adjacent interactive Lounge offered exclusive ASW apparel, an augmented reality experience placing fans alongside NBA players, a virtual bobble head experience and a social mosaic aggregating and showcasing All-Star social content.
Over 5,000 visitors attended the weekend’s events while the digital experiences generated over 500,000 social impressions of the spectacle at hand.