Immersing fans in a new virtual world with Hennessy

For Hennessy
Introducing Hennessy’s
House of Moves: a virtual experience that honors fans’ passion for the NBA, art and culture.
The Challenge

NBA All-Star Weekend is an annual standout moment for The Culture, and Hennessy needed to have an impactful presence online with millions of basketball fans at home. Hennessy’s efforts were focused on being seen as a collaborator with the influencers that contribute to creating the culture of the NBA to further broaden awareness and consideration from 21+ NBA fans.

The Insight
Ball Is Life, On (and Beyond) the Court

While they love the game, true NBA fans are just as engaged with off-court content. From pre-game fashion to athletes’ playlists, and the art and culture around the game, they are just as engaged with content inspired by the game.

The Idea
House of Moves

Cashmere (in partnership with Media.Monks and Jam3) built House of Moves: an immersive experience that gets fans closer to off-court inspiration aligned with Hennessy’s luxury lifestyle. As a virtual embodiment of Hennessy’s Make Moves That Start Movements NBA campaign, creations by NBA superfans brought the community into the intersection of ball, art and culture.

The experience featured three floors, each with a specific purpose. On The Court, visitors could view live music performances by Les Twins and Gunna, a special Knuckleheads podcast episode and the Hennessy x NBA 75th Anniversary Trunk. On The Gallery, visitors toured influential artists’ work, including a 3D look at the newly designed Kobe Bryant All-Star Game MVP trophy designed by Victor Solomon. And on The Bar, Hennessy’s NBA-inspired cocktail recipes were on full display.

The Impact

Outpaced average dwell time benchmark by more than 250% among 21+ (4:51 mins average dwell time vs. 1:45 mins benchmark)

Outperformed unique views benchmark by nearly 3x

Secured 92 total placements (+310% vs. benchmark) generating more than 155M+ total impressions (+45% vs. benchmark)


FWA Site of the Day
Honorable Mention on Awwwards

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