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YouTube star MrBeast earned more than 100 million views on the NBA’s social channels during All-Star Weekend

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MrBeast 's viral stunt in the middle of Sunday ’s NBA All-Star Tournament has already earned the league more than 100 million views on its own social channels.

MrBeast and the league formulated the concept over the course of a month , according to NBA SVP for digital and social content Bob Carney .

The six-minute interlude a culmination of a decade of work the NBA has done to incorporate online stars, including numerous appearances throughout last weekend in San Francisco .