The Work

Rakuten House

Bringing an e-commerce platform to life at NBA All-Star Weekend

While the NBA All-Stars ramped up to celebrate the best players in the league, GMR helped Rakuten celebrate their all-stars in a way that went beyond the court. While many brands activated at NBA’s Crossover, we nudged Rakuten in a different direction—literally, to Chicago’s popular West Loop neighborhood—to effectively reach Rakuten’s target audience (30-something females). We also pushed them to create something that would deliver a unique experience that connected Chicago, the NBA, culture and fashion in a way that would excite and engage their core audience while also generating buzz amongst the celebrity, influential crowd. Welcome to Rakuten House!​

Rakuten House engaged guests with a number of experiences that let them earn Rakuten House Rewards, designed to convey Rakuten’s “Cash Back” value proposition, including a 360-degree Cash Cam photo opp that gave guests the chance to win cash, NBA All-Star Game tickets, experiences and signed merchandise. Guests earned Rewards for participating in house activities, sharing their experiences on social media, and even for simply walking through the door. At the end of the experience, guests redeemed their Rakuten House Rewards for NBA All-Star Game branded merchandise in The Shop, a curated shopping experience designed specifically for Rakuten House. Finally, Rakuten gave them another $10 in cash at checkout!

Connect fans, influence consumers and stoke passions.

Rakuten House programming throughout the weekend was designed to have crossover appeal with women and basketball fans. Masterclasses with local Chicago influencers taught guests about personal branding and digital content creation. Chicago Bulls star Zach LaVine stopped by for a Q&A and autograph session. And hip hop legend MC Lyte kept the VIP party going on Saturday night.

Nearly 1,000 guests enjoyed Rakuten House throughout the course of the weekend, resulting in 13.95M+ total impressions, 164k+ total engagements and 1.5M+ total video views on social media. We helped Rakuten introduce their brand in a tangible way—bringing an e-commerce platform to real life, creating a physical shopping experience and providing opportunities for guests to truly emulate a shopping experience and receive cold hard cash back!


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