TNT leveraged DJ Khaled’s status as a music mogul and general pop culture icon to spike viewer interest and activity for the NBA All-Star weekend. Labeling it Khaled’s  “Keys to All-Star Weekend Success,” the promotion included live sit-down segments on TNT’s “Inside the NBA” with Khaled himself, themed Snapchat posts on Khaled’s feed, and engaging NBA all-stars to tell their own stories as well, all centering on the consistent “keys” theme. The segments were well received by fans and helped drive viewers to the weekend’s coverage for TNT.

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