The Robot Company, linked to LeBron James' SpringHill, utilizes its basketball roots to navigate sports marketing effectively. At this year's NBA All-Star Weekend, the firm executed an ambitious campaign for Google Pixel, aiming to connect with fans through interactive activations. By creating engaging experiences such as the Pro Shot Challenge at the NBA Crossover fan festival, the company successfully integrated the Pixel 9 into the event, emphasizing its special features like Gemini AI and camera quality while making a lasting impression on participants.
Basketball behaves differently when it's conducting business than it does when the game clock's off, and The Robot Company and its clients court fans and partners at hoops events accordingly.
I consider All-Star Weekend our Super Bowl of the year, because our roots are in basketball and we've figured out how to crack the code in a really crowded space every year.
Robot targeted corporate and media partners as well as NBA fans to promote Google's Pixel 9 device, including its Gemini AI functions, and its camera capabilities with activations in San Francisco.
[It's] creating this experience that heightens your sense of play and gives you a memory rooted in the productivity of the activities.
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