Hennessy unveils NBA digital activation

LVMH-owned Hennessy Cognac has unveiled a ‘digital house’ activation for the National Basketball Association (NBA) All-Star Game, with ‘three floors’ of online experiences.

The immersive digital space, called Hennessy House of Moves, can be accessed through the brand’s website, and is the latest instalment of the Make Moves That Start Movements campaign.

Designed as a digital ‘house’, the activation presents three ‘floors’, featuring a performance by American rapper Gunna and NBA-themed Hennessy cocktails.

“After releasing our Hennessy 8 NFTs earlier this year, we knew Hennessy had to stay engaged with our digital community,” said Jasmin Allen, senior vice-president, Hennessy US.

“Pivoting from an in-person activation in Cleveland to an immersive digital experience will allow us to continue connecting with our consumers in new, innovative ways.”

The House of Moves launch brings events of the NBA All-Star Game 2022 to fans online. Each floor presents an immersive experience.

The lower floor showcases digital art installations by acclaimed artists Victor Solomon, contemporary artist Felipe Pantone, basketball documentarist Kevin Couliau and streetwear artist Daömey. Meanwhile, the main floor features a hologram of a performance by Gunna – his latest single Pushin’ P. The top level boasts a virtual bar, where visitors can view cocktail creations and discover recipes for Hennessy’s NBA-themed serves.

Exclusive prizes, including an autographed Russell Westbrook jersey, can also be won through the activation.

The digital house can be accessed through www.hennessyhouseofmoves.com.

Earlier this month, the brand debuted a VSOP bottling created in partnership with singer Maluma.