See You In The City
A live and interactive VIP launch event to
celebrate the release of NBA 2K24.
Introduction
To celebrate 25 years of the NBA 2K franchise, 2K Games needed an experiential marketing strategy that matched the scale of a global phenomenon. The challenge was to create a high-energy launch event that resonated with pro athletes, celebrities, and the gaming community simultaneously. We had to design a hybrid brand activation that bridged the gap between an exclusive Brooklyn red carpet and a global audience of millions streaming online.
NRG engineered a multi-faceted immersive experience at ArtsDirect, featuring state-of-the-art video projections and custom gaming stations. The activation transformed the venue into a lifestyle hub, complete with a pop-up barbershop, sneaker cleaning stations, and a custom apparel tent. By blending physical fan moments with a star-studded digital broadcast and a headline performance by Lil Uzi Vert, we turned a product release into a definitive cultural event.
The impact was an award-winning brand activation that secured a 2024 Bizbash Experience Award for its innovation and reach. By prioritizing high-fidelity engagement and seamless hybrid production, we delivered massive social buzz and deepened the connection between the franchise and its global fanbase. This project proved that a well-executed launch doesn’t just celebrate a milestone—it drives the future of the brand.
What We Did
A Multi-Faceted Creative Immersive Experience
Celebrities, athletes, media and fans turned out in a big way to celebrate the latest installment of the beloved NBA 2K franchise. Best of all, you didn’t have to be in New York City to participate. Thanks to a hybrid event approach that combined the magic of in-person activations with the accessibility of streaming, anyone, anywhere could take part in the fun.
The star-studded event took place at ArtsDirect in Brooklyn and opened with a red carpet featuring some of the hottest names in sports, music and pop culture. Massive displays of the NBA 2K24 Kobe Bryant, Black Mamba edition, and WNBA star Sabrina Ionescu covers flanked the entrance.
Inside, we had fun creating video projections reminiscent of past NBA 2K cover athletes while highlighting the newest version of the game’s environments. NBA 2K athletes like Cade Cunningham, Sabrina Ionescu, and Donovan Mitchell set the stage for the larger-than-life party.
With indoor and outdoor spaces, there was a surprise at every turn, from the custom t-shirt tent to the pop-up barbershop and sneaker cleaning station. Exclusive gaming setups gave guests ample opportunity to test their skills in the new game, while tons of novel photo opportunities captured the moment. At the end of the evening, Lil Uzi Vert took the stage for a bass-thumping performance that lived up to the hype, much like NBA 2K24.
This project took home a 2024 Bizbash Experience Award!
70%
of invited media in attendance
750+
Total guests
28%
of invited VIPs in attendance
The Detail
- Performance by Lil Uzi Vert
- VIP guests included: Fabolous, Maino, Jadakiss, Cade Cunningham, Frances Tiafoe, Sabrina Ionescu, Scottie Barnes, Tim Hardaway Jr., Cam Thomas, Darius Bazley, Dennis Smith Jr., Sauce Gardner, Kayvon Thibodeaux, Dexter Lawrence, Xavier McKinney, Darius Slayton, A Boogie Wit Da Hoodie, Dave East, and Nav
- Custom MyTEAM playing card photo opportunity
- Custom NBA 2K cover art “time machine” photo opportunity, utilizing past & current year covers
- 180-degree art installation photo opportunity
- Pop-Up barber shop
- Sneaker cleaning station
- Gaming stations
- Fashion area
- Retro customized arcade area
The Impact
- Over 1400 guests over the two days
- Almost 1400 photo booth shares from the activations
- Over 1000 heat press shirts released
