Rihanna has rightfully been maintaining a low profile amid the trauma in her personal life this week, but fans and fellow celebrities found a way to show their support at the NBA All-Star Game slam-dunk contest.
E! Online reports that during a break in the action during the NBA All-Star Game slam-dunk contest on Saturday, Rihanna's “Umbrella†played over the PA system. Fans immediately showed their support, as well as fellow celebrities Eva Longoria, Ludacris, Maria Shriver, and Spike Lee.
Implications - Chris Brown had been scheduled to perform at several All-Star weekend events, but those were cancelled when news of the assault reached the public.
An NBA official, speaking on the condition of anonymity to E! News said of Brown pulling out, "He's not exactly missed. He does not currently represent the image we are trying to portray."
What's Driving This Trend
- Celebrity Support
- The support from fellow celebrities and fans for Rihanna at the NBA All-Star Game slam-dunk contest brings attention to the potential for brands to partner with influential celebrities to boost their image and goodwill.
- Reputational Image
- The NBA's decision to cancel Chris Brown's All-Star weekend performances highlights the importance of brands maintaining a positive image and reputation, and the opportunities for companies to proactively manage their brand through social responsibility initiatives.
- Offline Viral Marketing
- The viral reaction of fans to Rihanna's song being played during the NBA All-Star Game slam-dunk contest demonstrates the potential for brands to leverage offline experiences to create buzz and promote their brand online.
Who This Affects Most
- Entertainment
- The reaction of fans and celebrities at the NBA All-Star Game slam-dunk contest highlights the potential for entertainment companies to partner with high-profile celebrities to boost their brand image and reputation.
- Sports
- The NBA's decision to cancel Chris Brown's All-Star weekend performances underscores the importance of sports leagues and teams to maintain a positive image and reputation, creating opportunities for companies to partner with leagues and teams to promote their brand through sponsorships and other initiatives.
- Marketing
- The offline viral marketing generated by fans' reaction to Rihanna's song being played during the NBA All-Star Game slam-dunk contest showcases the power of experiential marketing and how it can be leveraged to promote brands and create buzz online.
