Answer The Call
A live, interactive VIP launch event to celebrate the release of NBA 2K23.
Introduction
Sure, it was one of the biggest events in esports and gaming. But the launch of NBA 2K23 was also an exhilarating fusion of sports, fashion, music, and art.
With end-to-end event production services, NRG was there to bring it all to life, connecting and curating culture and content. Guests were treated to a number of enviable photo ops, a trip through the history of Jordan shoes, and plenty of in-game footage.
And when they weren’t getting their kicks detailed, their hair perfected, or their MyTEAM card made, there was a treat for their ears, too: Lil’ Wayne live.
What We Did
Go Big!
This was the first launch event for 2K since the start of the COVID-19 pandemic, the highly anticipated release of NBA 2K23 meant high-stakes to raise the bar.
With social amplification in mind, we answered the call incorporating awe-inspiring content creation opportunities from start to finish– including a scene-setting infinity entrance tunnel complete with fully controllable LED screens utilizing in-game footage and custom content throughout.
Live music from Lil’ Wayne, unforgettable art and fashion, a collection of Jordan shoes 1-23 and other greatness artifacts lined the space. Add in the many photo ops (180-degree, Devin Booker‘s Pretty Penny installation, and Michael Jordan’s Nascar set up), MyTEAM card creation, onsite barbershop and sneaker shine service, drone show, perfectly curated food and beverage by Biite Club and it was the ultimate industry experience.
We took home a 2023 ExAward for Best Press/Launch Event on this project!
From Pretty Penny to Dr.Carter
- Over 750 total guests
- 70% of invited media in attendance
- 28% of invited VIPs in attendance, including: Devin Booker, Kendall Jenner, The Game, Swae Lee, Soulja Boy, Chris Brown, Simu Liu, The Shoe Surgeon, Big Sean & Lil’ Nav to name a few
- Increased social amplification and presence throughout the event living on into the weekend
Our focus is on creating, producing and delivering exceptional experiences for brands with the ambition to push boundaries and challenge conventions.
