Putting up All-Star Numbers
Our Rakuten NBA All-Star Weekend pop-up drew crowds in Chicago and on social.
Only six weeks from NBA All-Star Weekend, Rakuten brought in GMR to help change that. We transformed a building in Chicago’s West Loop neighborhood, aligned the brand with the vibrant culture of the NBA—and connected with millions of shoppers on social.
At every touch point, the house drove home exactly what Rakuten delivers: cash back. Guests registered for Rakuten’s award system upon arrival. At stations throughout the house, guests could earn cash instantly.
The goal of Rakuten House wasn’t just to make a splash in Chicago. It was filled with playful, discoverable, Instagrammable spaces that were just begging to be shot and shared.
We attracted crowds with a Zach LaVine meet-and-greet, watch party, Rakuten employee party, and live “master classes” hosted by influencers twice a day.
The space began as a completely barren former restaurant with exposed studs. We relocated the front door, changed the façade, erected walls, built all the installations and created all of the graphics.
GMR enlisted influencers at the crossroads of hoops, creativity and culture, and got over 2.5 times more content than we’d even asked for. All weekend long, legit all-stars drew attention to the House.
of registered guests completed the shopping experience
of registered guests participated in the Cash Cam
social impressions from influencers alone
total impressions on social
The House generated over $404k in earned media.
Graphic & environmental design
UX & digital design
Partnership & sponsorship strategy
Partnership relationship management
Marks & rights management
Data capture & lead generation
Experiential fabrication & on-site installation
Staffing & training
Social strategy & content amplification
And many more