NBA all-star weekend was hosted by NBA in Los Angles over a 3 day weekend. There were 100,000 attendees, 30,000 square feet of music, events, sports and entertainment. The event will be attended by over 500 media personal from 44 countries. The biggest sponsors were Mountain Dew and State Farm.
NBA wanted to create a social wall with real-time fan updates to the fans to improve engagement. They had multiple screens both in the hall ways / public dwell areas as well as the big screen. In a prior situation, NBA during a similar WNBA event were inundated inappropriate content that started popping up on the large JumboTron during a live family friendly event. NBA did not want to repeat a similar experience at a much bigger event that could impact their brand negatively.