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Kobe Bryant dunks into Alibaba’s 11.11 countdown gala

Legendary basketball player Kobe Bryant will join other A-list celebrities at Alibaba’s 11.11 Countdown Gala Celebration on the evening of 10 November.

U.S. pop-rock band OneRepublic, best known for its hit song Counting Stars, is also slated to perform.

Performers previously announced as participating this year include Katy Perry, who is also the gala’s global ambassador, Beth Behrs, star of US sitcom 2 Broke Girls and famous German footballer Thomas Müller.

The extravagant event is taking place in Shenzhen, 24 hours ahead of the e-commerce giant’s 11.11 Global Shopping Festival.

Alibaba Group chief marketing officer Chris Tung called the gala “a global carnival, a world-class performance that involves the audience throughout the event with many touch points and is like nothing else you have experienced.”

The company looks to engage its customers during the four-hour live event, one interactive feature planned for the show will give the audience a chance to win prizes by shaking their phones with the mobile Taobao and Tmall apps open during key moments. Alibaba will also offer a sort of “choose your own adventure” feature where viewers can vote to decide how some segments of the gala play out.

In addition, four one-minute time slots will be awarded to those merchants, consumers and charities who submit the best advertisements or promotions to Alibaba. Those winning videos will be aired during the gala.

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