Gaming x Experiential
Lessons From A Decade Of NBA 2K
Over the past decade, we’ve had the pleasure of working on a number of activations with 2K Games, specifically for their NBA 2K franchise.
Since its first release in 1999, the revolutionary game has continued to grow its fan base and cement its place in sports and gaming culture.
Here’s how experiential marketing has played a key role, and our top takeaways for creating a successful gaming activation.
Create The Environment
As games become more immersive, the line between physical and digital further blurs. A successful digital or video game activation should dissolve that line completely, creating an environment that mirrors the game itself. The NBA 2K20 launch event is a prime example of what it means to recreate the video game environment in real life.
The event incorporated fashion and art installations inspired by the game, live music performances from the soundtrack, and appearances from NBA stars. It highlighted the trend-leading nature of the brand, and served as a recognition that NBA 2K is not just a commentator, but a contributor to basketball culture.
And that makes fans part of the culture, too.
Create A Community
Which brings us to our next point: fans also want to experience a sense of belonging. This is two-fold; it’s one-part finding your tribe, and one-part finding inspiration.
We shared the example of the NBA 2K20 launch event, but equally important was 2K Foundation’s outreach event with the game’s cover star Anthony Davis. NRG helped AD and 2K refurbish the gym and game room for a Boys and Girls Club on Chicago’s southside. One of the things that made the event so poignant was not just the renovated court and new equipment, but AD’s own interactions with the community.
It’s an important reference to a beloved NBA 2K game feature: The Neighborhood. The Neighborhood is a multi-player hub in the game where players can challenge other members of the NBA 2K community on the court, refine their style, and enjoy some R&R.
It’s a humble reminder that many of the NBA’s stars were built by their neighborhoods. For fans, that’s a powerful message. Having a community component as part of your marketing activation establishes a shared purpose and shows fans they’re closer to the stars by merit of their common foundations.
Create Access
Finally, The Neighborhood also shows the importance of offering access. We’re not talking about orchestrated meet and greets. We mean authentic gathering points that close the hero gap; opportunities for stars and fans to gather around something that unites them.
The NBA 2K18 launch event provides a great example. We brought The Neighborhood to life by creating a multi-stop tour through New York City for media and influencers narrated by cultural icons Bobitio Garcia and Joe Pope.
We transformed 4 locations into stops inspired by the game and The Neighborhood, including The Barber Shop, The Recording Studio, and Foot Locker.
The tour concluded with the World Premier Preview Event that was live streamed to fans worldwide. Along the way, there were plenty of treats, surprises and special guests to keep everyone engaged and curious about what’s next.
Prior to the event, we also sent a series of tease pieces– like an athlete video message, an online shoe size request, and a jersey customization opportunity, all hinting at what was in store and demonstrating why this was a can’t-miss event. Ultimately that was the goal– to make guests feel special and provide a sense of access.
NBA 2K shows what it takes to be a trendsetter and with the right team, you can blaze your own path, too. If you’re ready to level up your next activation, let’s chat.
