A Fan Experience And a Miniseries Were launched by Google Pixel to Enhance The NBA All Star Weekend
Google Pixel launched its “The Road to NBA All-Star Weekend” mini series during the event itself, featuring Pixel brand ambassador, comedian, and creator, Druski, alongside NBA shooting coach Lethal Shooter.
It follows Druski’s journey as he prepares for the NBA All-Star Celebrity Game. As Druski trained for the game, the brand captured the content, and more episodes will be released on Google Pixel social channels in the following weeks. The first episode premiered on its Instagram and X accounts.
During NBA All-Star Weekend, Pixel also provided fans with a hands-on experience featuring Pixel features through engaging activations. Fans who could not attend NBA All-Star Weekend were able to gain a behind-the-scenes glimpse of the event through exclusive content provided by GooglePixel_US social channels.
Julia Cheney, Cultural Marketing Lead at Google, shared insights into the marketing strategy, explaining that the campaign for this season revolves around Druski’s determined journey to secure a spot in the league with Pixel’s support, acting as his agent, photographer, and stylist.
To seamlessly connect this campaign with the Pixel Combine experience at NBA All-Star, Google developed the “Road to All-Star Weekend” series. This series, filmed entirely on Pixel, provides fans with a behind-the-scenes look at Druski’s preparations for the weekend. Moreover, it serves as an invitation for fans to join Google at the event.
“Combine is how players are tested to make it into the league so we’re bringing that experience to life via the series and Pixel Combine, letting fans try out all of these features that are unique to Pixel and how our phones can help them get closer to the game,” she said.
Google Pixel was not the sole brand making waves during the NBA All-Star Game. Puma teamed up with Cheetos to offer fans an immersive experience within a 3D larger-than-life Cheetos bag, complete with a live maze and basketball court. Ticketmaster introduced an NBA arcade experience at NBA Crossover, where fans could engage in retro gaming by playing NBA Jam.
During major sporting events like the NBA All-Star Game, brands often leverage unique experiences to captivate audiences and foster deeper relationships with consumers. Foot Locker left its mark in downtown Indianapolis with its massive 50,000-square-foot Home Court activation. Other brands also followed suit during the Super Bowl, as highlighted in AdBuzzDaily’s Super Bowl Coverage.
In a follow-up to Pixel Playground last year, Cheney said the brand is incorporating elements of Project Built Different and building on the “Greatest Pickup Game” campaign. Attendees engaged with interactive stations that demonstrated how Google Pixel enhances gaming experiences, providing an immersive and engaging experience.
“The goal for us is to ensure Google Pixel is where culture happens and to meet fans where they are,” said Cheney. “People know the Pixel brand but its hard to understand how it’s different until you actually have a chance to hold and feel it. That’s where [the] magic happens.”
