2K Games
NBA 2K19 Launch Event
They Will Know Your Name
Introduction
What do you do for the 20th anniversary of the most significant sports video game title, especially when it features King James himself?
Engage NRG to create a one-of-a-kind brand installation that showcases the heritage of this beloved game.
Good thing we’re calm under pressure. We helped create an unforgettable two-day event in the heart of Brooklyn, celebrating the franchise’s two decades of success.
Guests took a trip down memory lane in our gallery of gaming, enjoyed a performance by Travis Scott, got a sneak peek at the new game, and experienced a larger-than-life tribute to LeBron.
What We Did
Showcase The Future By Celebrating The Past
This launch event couldn’t be like the others. In fact, it needed to eclipse the others. And did we mention for this 20th anniversary game LeBron James was chosen as the cover athlete? It was time to go big, with a two-day activation beginning Thursday evening with a launch event, continuing into a consumer day on Friday.
We transformed NYC’s Green Point Terminal into a 20-year retrospective exhibition and rich gameplay experience that enveloped guests from the moment they arrived, beginning with a stunning LeBron James themed infinity tunnel.
On the other side: 2K19 gameplay ahead of the release with customization stations, a gallery of gaming where guests could play NBA 2K releases from 16 of the last 20 years, and an exclusive live performance from 2K19 soundtrack curator, Travis Scott.
What We Did
+Consumer Activation Day
On Friday, activations included screen printing t-shirts, customized cover art provided by Microsoft, giveaways, gameplay, and a live stream celebrity NBA2K competition onstage.
Six-hundred guests enjoyed our Thursday event, with another 1,000 in attendance Friday. The use of an RFID system provided rich information gathering– from participation and registration, to cover art and gift bag redemption. The only takeaway the system couldn’t capture was the sense of awe.
