Brief: Celebrate NBA London Live, the regular-season NBA match at the O2 Arena between the Detroit Pistons and the New York Knicks.

Our audience insight: “I’m in London and I want to feel part of the London scene.”

Solution: A pre-game party at Shoreditch House, the centrepiece of which was the Larry O’Brien Trophy in the middle of the venue’s swimming pool. Guests included a host of players and famous faces, with Mark Ronson on the decks. We also put together a viral film featuring the Detroit Pistons’ Kyle Singler shooting London buckets.

Results:

  • The viral video featuring Kyle Singer achieved over 350,000 views on YouTube in the first week it went live
  • 300 people attended the pre-game party at Shoreditch House
  • The NBA London Live match at the O2 Arena was a complete sell-out