The NBA and 2045’s activation asked customers to jump and pay
2045 and the NBA hosted an activation that required visitors “to jump, slam and score their purchase[s]”.
The announcement:
In a world where checkout moments are the dullest part of retail, 2045 and the NBA turned them into a sport. Last weekend at the NBA store in Melbourne, the agency unveiled SlamPay – a 10-foot-high interactive payment sensor and the world’s tallest payment terminal.
Built to the exact height of a professional basketball hoop, SlamPay transformed the simple act of paying into an adrenaline hit. Fans didn’t just tap to pay – they had to jump, slam and score their purchase. If the buzzer went off, their gear was instantly free or heavily discounted.
The launch coincided with the arrival of the New Orleans Pelicans and the first ever NBA game played in Australia, bringing the energy of pro-ball to the streets of Melbourne. As crowds gathered at the NBA Store, the terminal stood like a glowing monolith – a fusion of sport, technology and culture, built to gamify the final step of commerce.
2045 reimagined the least loved part of retail – the checkout – and made it the headline act. Every jump became a chance to win, every slam a shareable moment. Fans of all ages lined up to test their hops, smartphones in hand, turning payment into performance.
Those who managed to ‘Lift off to check out’ were rewarded with big-time perks: heavy discounts, free jerseys, exclusive merchandise and limited-edition giveaways. The in-store atmosphere hit fever pitch, powered by live DJ sets, MC-hosted challenges, and commentary from NBL broadcaster Peter Hooley hyping every slam.
The activation also featured NBA legend Ray Allen, who headlined the event with a live Q&A, signings, and photo sessions with fans. He was joined by homegrown heroes including former NBL star Jason Cadee and AFL players Jack Ginnivan and Zak Butters, who joined the action for meet-and-greets, Q&As, and interactive challenges.
From kids taking their first shot to die-hard hoopers testing their verticals, SlamPay drew a nonstop crowd. What started as a checkout mechanic became a social spectacle – a physical, joyful, totally unexpected moment of retail theatre.
Beyond the fun, SlamPay signals a new frontier in experiential commerce – where physical stores don’t just sell product, they host culture. By merging contactless tech, gamification, and real-world energy, 2045 proved that the future of retail is about interaction, not transaction.
“SlamPay is what happens when sport, technology and culture collide,” said Christopher McKee, executive creative director at 2045. “We turned the worst part of the purchase – handing over your hard-earned dosh – into the best part. Surely paying for stuff should be more fun? It’s the kind of innovative retail activation we hope inspires other brands.”
Source: Speak Communications
