WE MAKE BRANDS SING/NBA2K

Like they have for 19 previous versions, die-hard fans of NBA 2K would be lining up to play the 20th anniversary iteration. And with LeBron James on the cover? That’s a slam-dunk.

But we aimed to take NBA 2k19’s 20th Anniversary Edition to a broader demographic, positioning the latest entry in the top-rated best-selling franchise as a dynamic place of pop culture and keeping the game in the news from summer through fall.

Our goal was to launch NBA 2K19’s Legend Edition into the news cycle in June and keep it there through the game’s debut in September.

OUR STRATEGY
Our Approach

All Hail King James

We leveraged the personal touch of the teaser trailer, with the voice of James’ mother and spoken-word poetry written specifically for the iconic player and targeted sports, broadcast, consumer, lifestyle and video game media with the cover image of James surrounded by phrases he personally selected to describe his basketball legacy. Additionally, we injected 2K19 news into ongoing coverage of 2018 NBA Finals (James’ Cleveland Cavaliers versus Golden State Warriors) and blanketed social media with the cover image and shareable video to encourage journalists and James’ celebrity friends to post.

Our unique approach resulted in 2.1 billion media impressions (and counting), 94 unique, stand-alone articles, 61.2 million social media impressions from posts by journalists, celebrities, influencers and media outlets and coverage that included Associated Press, Complex, ESPN, IGN, among others.

Results

Positioning NBA2K19 as a dynamic piece of pop culture was a slam-dunk.

2.1B

Media impressions (and counting)

61.2

Million social media impressions
from posts by journalists, celebrities,
influencers and media outlets