Welcome To The Next
A live, interactive VIP launch event to celebrate
the release of NBA 2K20.
Introduction
NBA 2K is more than a game. It’s a trend leader.
Following the success of NBA 2K19, NRG was asked to produce the launch event for the popular franchise’s next installment, NBA 2K20.
We crafted a next level experiential live event that combined gaming, music, art, and fashion to fete the arrival of what would ultimately become one of the bestselling games of 2019.
The two-part event made an impact with larger-than-life fashion and art displays, a host of bold named celebrities and athletes, and incredible performances. Action-packed and enthralling, it was just like being in the game.
What We Did
A Night The Stars Came Out
All the facets of NBA 2K20 were on display in this immersive and awe-inspiring experience. In line with the evolution of the game, NRG created an event that featured activations and installations paying homage to the intersection of art, culture, fashion, and music.
Held at the City Market Social House in LA the night before the launch, the event was twofold. The first hour was dedicated to a media preview that led into the full event. A long photo wall and step and repeat installation made it easy for various press outlets to conduct multiple interviews simultaneously.
From there, we built on the success of NBA 2K19’s instagrammable moments from the transition tunnel at its launch- by creating interesting installations made for social sharing. These included art from Billy Kheel and Erin Miller, a cover art installation from Snapchat, and fashion installations from Ben Baller, The Shoe Surgeon and others.
In all, over 550 guests attended the event, with a nearly 30% attendance rate each for invited media and VIPs. It was a dynamic event worthy of a game that’s become a pop culture icon.
