AT&T leveraged its status as the Official 5G Innovation Partner of the NBA at the 2022 All-Star Weekend in Cleveland through a set of on-site and at-home experiences backed by digital-first content which focused on promoting the brand’s innovative approach and new technologies led by 5G.
The multi-strand activation programme spanned personalised, immersive and gaming experiences and highlights included a LeBron James in the metaverse, a celebration of NBA Legends from the past 75 years, a concert adventure with Jack Harlow, enhanced viewing experiences and social content across @ATT including exclusive interviews, surprise guests, behind-the-scenes access and more.
One main ‘home or away’ style activation showcased AT&T 5G technology and enabled fans anywhere to create their own personalised NBA All-Star experience throughout the weekend’s activities whether at the game in-person or celebrating with friends virtually.
The ‘AT&T Playmaker’ initiative at NBA Crossover, which ran from 18 to 20 February, enabled fans to take a 3D body scan to create a customisable personal avatar which could be inserted in any one of the five custom ‘All-Star themed augmented reality (AR) playgrounds (which ranged from dunking in outer space to flexing the latest fit courtside).
The ‘Dunk Like LeBron’ initiative saw AT&T collaborate with 18-time NBA All-Star LeBron James to recreate some of his biggest dunks. Again, activated within the ‘ AT&T Playmaker’, fans could dunk like LeBron in the virtual universe in one of the brand’s AR playgrounds, or alternatively in the real world (such as a neighborhood basketball court) using a mobile device at att.com/playmaker/ar.
Baller weekend for basketball. #NBAAllStar #ATTSlamDunk #ATTPlaymaker pic.twitter.com/SnBBp1bn18
— AT&T (@ATT) February 22, 2022
Another strand saw the telco and broadband giant team up with multiple Grammy-nominated artist and NBA fan Jack Harlow for the ‘AT&T Pregame Concert’ with special guest Cleveland native Cautious Clay as the opening act.
The concert will be held prior to the NBA All-Star game at the Music Hall at the Public Auditorium in Cleveland and it was available via free livestream on the AT&T 5G Concert Lens website (where fans can choose their own view by controlling the multiple camera angles throughout the performances) as well as the NBA’s YouTube channel.
This lineup is music to our ears. Watch @jackharlow and @cautiousclayton LIVE at the AT&T Pregame Concert on Feb. 20 at 4 p.m. ET at https://t.co/chZ84JTn7Q.
For a customizable, multi-view experience powered by #ATT5G, watch on https://t.co/z9I5Mr3Xtu #NBAAllStar pic.twitter.com/nTcXLgtKQM
— AT&T (@ATT) February 16, 2022
The concert will be streamed live on https://t.co/RGgJN6Pd3x and https://t.co/5vJG0eenBO starting at 4:00 pm ET on Sunday! Can't wait to see you in the stream!
— AT&T (@ATT) February 20, 2022
We bring the game @druski2funny brings the cheers. Don’t miss tonight’s #ATTSlamDunk contest at 8pm ET on TNT. pic.twitter.com/bxULEmyaUk
— AT&T (@ATT) February 19, 2022
AT&T also presented the ‘AT&T 5G Legends Cam’ during TNT’s broadcast of both the AT&T Slam Dunk and the 2022 NBA All-Star Game to give fans stunning, cinematic views of some of the greatest dunkers and basketball legends attending the game from the past 75 years.
The brand also brought at-home fans ‘the next best thing to being on the court itself’ in the form of the ‘AT&T 5G Virtual View’ which turned the TNT broadcast into a 360-degree volumetric view of the action with over 100 cameras working together to deliver the fast-paced action during the game, from the best virtual seat in the house.
Furthermore, the Emmy award-winning ‘AT&T 5G HoloVision’ returned to the ‘NBA All-Star Practice’ presented by AT&T which saw a holographic Quentin Richardson interview some of this year’s All-Stars on NBA TV.
Plus the brand supported the new HBCU Classic and also ran a Scratch & Win social contest with the NBA.
It’s #NBAAllStar weekend & we want to see you score buckets, too.
Play our Scratch to Win game for a chance to win a NBA All-Star Bucket Hat. Plus check back next Friday for a chance to win another gift. @nba @NBAAllStar #sweepstakes #ATTTHANKS pic.twitter.com/2De72OmwEC
— AT&T (@ATT) February 18, 2022
We are honored to be a part of this inaugural event, and further our commitment to #HBCUs by donating a total of $200K to each school’s athletic programs in partnership with the @NBA. Make sure to tune in and learn more here: https://t.co/4gScjTaGNq pic.twitter.com/U2aggwaIGd
— AT&T (@ATT) February 15, 2022
Like the NBA itself, AT&T also supports young athletes and students through a set of initiatives providing them with the opportunities and resources for their future aspirations and for All-Star Weekend this saw AT&T serve as the presenting sponsor for the first-ever ‘NBA HBCU Classic’ featuring Howard University and Morgan State University which included AT&T and the NBA donating $200,000 to the athletic departments of these schools to support their student-athletes with resources including academics, wellness and more.
“Connecting fans to what matters most to them is at the heart of everything we do at AT&T, and this year’s NBA All-Star is no exception,” said AT&T VP Of Media & Sponsorships Mark Wright. “With basketball fans being among the most loyal sports fans who live for memorable moments, we’re giving them more ways to experience how technology can enhance their lives, whether they’re customizing their avatar at AT&T Playmaker, controlling the camera angles for the AT&T Pregame Concert, or seeing their favorite players through the AT&T 5G Legends Cam during the NBA All-Star Game.”
“AT&T will once again innovate around NBA All-Star to showcase their top technologies, bringing immersive experiences to life for fans who will be in Cleveland and those around the world who will be tuning in to various All-Star events that AT&T is enhancing,” added NBA SVP Of Marketing Partnerships & Media Tara Mulcahy,. “AT&T will not only leverage 5G technology to deliver memorable experiences, but this NBA All-Star will also be another opportunity for AT&T to showcase its authentic community-driven commitments within Cleveland and the HBCU community.”
Comment
The objective was to bring to life AT&T’s self-described ‘holistic partnership’ with the NBA: a brand/league tie-up founded on innovation and equity and a tech-led commitment to basketball fans.
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