Mirrorball designed and activated a series of events throughout N.B.A All-Star Weekend, two of which are featured by BizBash in their article on creative ways brands celebrated basketball's best.
By Claire Hoffman
LOS ANGELES This year, the 67th N.B.A. All-Star Game came to Los Angeles for the sixth time, bringing with it a busy weekend’s worth of sponsor activations, celebrity-filled parties, and sporting events.
The main event took place Sunday night at the Staples Center. Teams led by N.B.A. stars LeBron James and Stephen Curry battled it out (Team LeBron came out victorious), while singer Fergie gave a controversial rendition of the National Anthem. For the thousands of people descending on downtown Los Angeles, though, another highlight of the weekend was the brand activations and events that gave them a chance to mingle with basketball’s best.
From an Instagram-friendly American Express activation to a trendy two-night bash for Jack Daniel’s to a three-story Mountain Dew television studio, here’s how brands took over the city for a weekend of basketball-theme events.
JACK DANIEL’S HOUSE NO. 7
Jack Daniel’s celebrated its second year as an official N.B.A. partner by hosting a series of events and activations through the weekend. The brand kicked off the festivities on Friday night with its immersive House No. 7, a stylish, two-night event at Mack Sennett Studios. Longtime partner Mirrorball designed the event to resemble a vintage Southern hotel, with staffers dressed as bellhops.
One area of the event had arcade games and custom wallpaper meant to evoke the brand’s hometown in Tennessee.
An on-site mini basketball court was branded with the House No. 7 logo.
The stage backdrop was built from round speakers and whiskey barrels.
JACK DANIEL’S LYNCHBURG GENERAL STORE
Jack Daniel’s also hosted a public pop-up store throughout the weekend, which allowed guests to shop locally curated products from the brand’s hometown of Lynchburg, Tennessee. An on-site barber shop offered $5 haircuts.
The Mirrorball-designed space had vintage posters and suitcases, whiskey barrel-theme decor, and a live folk band. In one area, guests could don VR headsets and take a virtual tour of the brand’s distillery.
Southern-theme products were on sale, such as treats from Tennessee favorite Miss Bobo’s Bakery.