State Farm at NBA All-Star: a warm place inside the energy of the weekend
On a winter NBA All-Star weekend in Chicago, a warm place to gather was a useful invitation. CSG helped The Marketing Arm and State Farm create a heated Millennium Park environment with basketball games, NBA2K lounges, sneaker cleaning and hot drinks.
The Marketing Arm engaged CSG to create State Farm’s NBA All-Star Weekend sponsorship activation in the heart of Millennium Park. Building on TMA’s initial concept, CSG designed and built a welcoming tent where fans could step out of the Chicago cold and into a weekend of basketball-inspired experiences.
Basketball Culture, Built for Participation
Open to the public throughout the weekend, the experience featured pop-a-shot games, lounge areas with NBA 2K setups, a sneaker-cleaning station, and a khaki-inspired fashion museum. Complimentary coffee and hot chocolate gave visitors another reason to come inside, stay awhile, and take part in the celebration.
How the concept became a live system
Activation design, heated environment planning, gaming and interactive integration, lounge and hospitality design, custom fabrication and onsite execution.
Start with what people need in that moment.
We can help find a useful role for the brand in the event, then shape the activities, hospitality and physical setting around it.