How Google Pixel, American Express Use NBA-All Star Weekend to Drive New Brand Strategies

They join AT&T, SoFi, Gatorade and Meta in using the basketball event and partnership with the WNBA to refine a calendar of campaigns and activations

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Putting Ice Spice in a Starry Super Bowl ad wasn’t PepsiCo’s way of kicking off the brand’s 2024, but culminating a 2023 launch that started at the National Basketball Association’s NBA All-Star Weekend.

Starry began its life as Sierra Mist’s replacement by hosting the event’s 3-Point Contest in Salt Lake City last year. Ice Spice wasn’t even mascot duo Lem and Lime’s first choice: One year ago, Starry’s NBA All-Star ads had them courtside with Keke Palmer




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