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B/R X NC — House of Highlights All‑Star Activation
Wednesday 13th February, 2019
Bleacher Report built a large fan activation called B/R X NC at NBA All‑Star Weekend featuring basketball courts, a live programming studio and a House of Highlights content set where talent and fans co‑created social videos; the activation was designed primarily to generate social and mainstream attention rather than to sell a product, and attracted big attendance and sponsor interest.
Why it worked: It piggybacked on a peak cultural moment and turned a physical venue into a real‑time social content factory with built‑in distribution.
The lesson: Consider staging a pop‑up “content lab” at an existing tentpole event and invite the public to co‑create clips with your talent.
Bleacher Report
House of Highlights
1 Source:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| sportsvideo.org | Bleacher Report, House of Highlights Bring Video-Filled Fan Activation to NBA All-Star | Wednesday 13th February, 2019 |