When Bloomingdale's partnered with the NBA for the 2015 All-Star game, they installed a street length of basketball-inspired shop windows at their New York City flagship store on 59th & Lexington. Six weeks before launch, NBA Entertainment engaged Current to develop an interactive experience for fans on the high-street.
Current developed Get In The Game, a Kinect-powered free-throw. Launched on 19 January, in the lead up to the All Star Weekend in Brooklyn, the game drew an average 600+ daily interactions.
"We are always looking for new ways to engage with our fashion-forward fan base, and we felt the NBA shop-in-shop was the perfect opportunity to unite fashion and basketball as we celebrate the NBA All-Star Game's return to the city," said Lisa Piken Koper, NBA vice president of licensing.