Brief: Design a living embodiment of the NBA in Covent Garden for both avid fans and those with little or no knowledge of the game. Ensure the space utilises cutting-edge technology to educate and inform. Communicate the history and globalisation of the game, celebrate NBA players, educate fans on the scope and reach of the sport.
Our audience insight: “I’ve seen the NBA on television and I’d love to experience all the razzmatazz, but I don’t really know much about it.”
Activation: Working with our friends at Ignite (now Wasserman), who managed the space, we created NBA House – a celebration of basketball in the heart of London. The brief was answered through bespoke interactive activations linking directly to social media: the slam-cam, a giant touch screen Twitter wall and a virtual trophy lift.
We also created a feature on each NBA team (complete with authentic jerseys), told the story of the NBA’s global reach and gave fans the chance to ‘measure up’ against the game’s stars – all built around a half-court which hosted competitions, demos and skills clinics. A purpose-built private hospitality mezzanine catered for sponsors, guests and NBA legends past and present.
Results: 53,692 people from 22 different countries visited NBA House during the ten days it was open. Over 3,700 fans created their own slam-dunk moment using the slam-cam, and more than 2,700 visitors “lifted” the Larry O’Brien NBA Championship Trophy. 1,200 people participated in on-court games/activities, and 42 NBA players and legends made appearances. Around 20m fans were engaged through the @NBA Twitter handle, the #nbahouse hashtag and the official NBA House Facebook page.