MrBeast’s Viral NBA All-Star Stunt
Jimmy “MrBeast” Donaldson, the YouTube powerhouse with a staggering 363 million subscribers, made headlines during the NBA All-Star Tournament on Sunday, adding a unique twist to the event that has already garnered over 100 million views on the league’s social channels. This viral stunt, where nine-time All-Star Damian Lillard and a randomly chosen fan, Jaren Barajas, competed in half-court shots, is a testament to the growing influence of online creators on sport’s biggest stages. The fan, Jaren, managed to make one shot before Lillard could hit three, earning him a life-changing $100,000, while an additional $100,000 was donated to two charities of Lillard’s choice. This moment not only entertained the crowd but also brought significant attention to the NBA, highlighting the symbiotic relationship between traditional sports and digital media.
A Decade of Integration
According to Bob Carney, the NBA’s Senior Vice President for digital and social content, the integration of online stars like MrBeast into the NBA ecosystem has been a decade-long journey. Carney described the six-minute interlude as the culmination of years of effort to incorporate these creators into the league’s programming. “It was one of those moments where it was like, the creators—they’ve made it,” Carney said in a video interview. Over the years, the NBA has worked to align itself with influential web personalities, recognizing that these figures can help amplify the league’s content and reach younger, more digitally-savvy audiences. This year, MrBeast’s involvement was just the latest and most prominent example of this strategy in action.
The All-Star Weekend Lineup
The NBA All-Star Weekend was brimming with the presence of internet celebrities. On Friday night, notable figures like Kai Cenat (16.3 million Twitch followers), Druski (8.7 million Instagram followers), and Khaby Lame (162.4 million TikTok followers) participated in the celebrity game. The following night, Jesser (25.2 million YouTube subscribers) represented fans as one of the judges in the dunk contest. Throughout the weekend, other influencers were spotted around the Bay Area, contributing to the festive atmosphere and the league’s digital footprint. Carney noted that the NBA expects to surpass two billion total views on its channels from the All-Star festivities, a testament to the impact of these collaborations.
The Concept Development
MrBeast and the NBA formulated the half-court shot challenge over a month, with both teams bonding over their shared fascination with data and analytics. The idea was to evolve the concept of fan-made half-court shots, which have often gone viral in the past. For example, a Knicks fan winning a car with a half-court shot generated 10 million views on TikTok in January, and a Heat fan who was tackled by LeBron James after making a similar shot in 2013 starred in the NBA’s first YouTube sensation, which garnered 53 million views. Carney and Donaldson’s team worked together to turn this age-old game into something bigger and more engaging. “We worked with the MrBeast team on how to evolve that into something bigger,” Carney explained. “It evolved to [happening] during the game, and then it evolved to doing it live, and then it evolved to doing it live on television.”
The Execution and the Magic Moment
On the day of the event, the pressure was on Jaren Barajas, a local college student who was chosen from the stands just an hour before the game. As the clock ticked down, MrBeast urged Barajas to act quickly: “In 30 seconds, the NBA is going to cut to a commercial, so you’ve got to shoot quick.” Sixteen seconds later, Barajas banked in a shot, leading to a jubilant celebration on the court. He was mobbed by mascots and showered with cash, capturing the essence of a MrBeast video. “That was sort of a MrBeast specialty,” Carney smiled, acknowledging the creator’s knack for creating unforgettable moments. MrBeast’s team had their own cameras on the floor to capture this content, likely planning to use it for a sequel to a pros vs. joes compilation video they did last year with Tom Brady, Cristiano Ronaldo, and others.
Future of the NBA All-Star Weekend
As is tradition, the NBA All-Star Weekend has sparked discussions about how the event can be further revitalized next year. Ideas such as a 1-on-1 tournament, a U.S. vs. World format, or an All-Snub Team are being considered. Regardless of the format chosen, it is clear that the involvement of online creators will remain a critical component. Carney emphasized that the internet celebrities and their cameras will be back, with the online community eagerly tuning in. The success of this year’s event shows that the NBA’s strategy of leveraging digital influencers is not just a passing trend but a long-term commitment to staying relevant and engaging with younger fans.
The Constant Collaboration
The partnership between MrBeast and the NBA is a prime example of the constant collaboration between traditional sports and digital media. MrBeast and his team are known for their creativity and ability to execute ideas with minimal notice, a quality that Carney and the NBA found invaluable. “They’re basically in production 365 days a year,” Carney remarked, highlighting the relentless work ethic of Donaldson and his team. This ongoing collaboration ensures that the NBA remains at the forefront of digital engagement, providing fans with memorable content and experiences that keep them coming back for more.
