With a fresh partnership as the official mixed reality headset of the NBA, Meta Quest needed to make a splash at NBA All-Star Weekend 2023. The goal: generate buzz for the Quest headset while authentically tapping into basketball culture — a dynamic mix of sports, fashion, music, and tech.

Meta wanted to go beyond just showing up. They needed a culturally relevant experience that captured the hype of the weekend, introduced mixed reality to new audiences, and cemented the brand as a cultural player in the league’s world.

We took the idea of mixed reality literally, crafting a two-day Beat Saber VR tournament that blended Dame Lillard’s love for basketball and combat sports. Think boxing ring ropes, championship belts, and an emcee calling the action — equal parts  Creed, Bloodsport, and Monday Night Raw.

‍The activation stood out by connecting with fans on a cultural level, not just a basketball one. With 150 pieces of content across owned and influencer channels, we generated over 16 million impressions. Dame Lillard even shared the event himself, amplifying the experience and helping Meta show fans what mixed reality is all about.

Beyond the weekend, the activation set the tone for Meta’s partnership with the NBA, driving a 248% boost in reach, 466% more engagement, and 562% more comments on follow-up posts.