As the official sound of the 2015 NBA All-Star Weekend, JBL needed to increase its visibility in NYC arenas and the NBA House, as well as own distinct JBL experiences. Team Epiphany answered this challenge by producing a series of public and private events at the Harman Store.
For 3 consecutive days, we produced activations that included a meet & greet with NBA legend, Julius “Dr. J” Erving, and private viewing experiences.
In partnership with Freshnessmag, Nitrolicious, Marcus Troy and Highsnobiety, original content was created around all JBL activity at the NBA sites and the Harman Store. Content contributed by our partners garnered over 2.7MM press impressions and over 3.8MM social impressions on Instagram and Twitter.
Live soundtracks were provided by a notable lineup of DJs all weekend-long, including: Jermaine Dupri, Kittens, D-Nice, DJ Clark Kent and DJ Wonder.
Over 600 unique consumers visited the Harman Store during All-Star Weekend, capturing 60% of total social impressions (19.3MM+) about the store on Instagram and Twitter.