Samsung built an LED basketball court at the NBA on TNT Opening Night Event in San Francisco that made a lasting impression for their brand. Not only did the sponsorship allow Samsung to show consumers their new products, they were able to associate their brand with the cutting-edge LED technology.
We partnered with Turner Sports and Samsung on this activation and everything we did on the court tied back to Samsung products. We had skills contests where people wore the new Samsung Gear S2 smartwatch to record their activity. Many of the contests were timed, which was an image of the Gear S2 smartwatch. Fans entered messages on the Note5 phone, which were displayed on the court through the day.
But the highlight of the event was the LED court. Clients from different sports leagues and agencies were on hand to see the technology that Samsung had brought in. Everyone wanted to see what it was all about. Face-to-face engagement with people is the best form of advertising and Samsung made a splash with this experience.
At night, you couldn’t help but stop and engage with the LED court. It took over the event and even had the Inside the NBA studio team of Ernie Johnson, Charles Barkley, Kenny Smith and Shaquille O’Neal curiously looking on. Beyond the thousands of people that interacted with the technology on Pier 43, millions more saw their brand on the TNT broadcast and through social and digital platforms.
The technology was very interactive and allowed for dynamic contests. We did a ‘Signature Move’ contest where fans could watch a highlight from Stephen Curry on the court and then try and recreate that move. But the kicker is with the LED technology, we could display the steps needed to complete the move right under their feet. There was also an ‘Around the World’ contest where people had to make five shots around the key. We replaced the key with a spinning image of the world to truly make it an ‘Around the World’ contest.
The LED court is a significant investment but through creative engagement and brand activation, it is worth every penny.