2K
Using Data To Build Emotion
The Challenge
NBA2K was the #1 sports game in the country, which meant competitors would do anything and everything to try to take the top spot. Additionally, NBA2K owned a 97% share of the basketball video market, which begged the question – how do wipe out our categories competition?
The Insight
To combat the competition’s efforts, we built a holiday campaign based on one simple truth – gaming isn’t just about pixels and frame rates. It’s about community and competition.
The idea was to create widespread FOMO, and make it clear that NBA2K was the party everyone was at. And this party was unlike any other…
Introducing, Everyone’s On.
The Approach
To really land the idea that “Everyone’s On,” (i.e. everyone was playing NBA2K), we used data to demonstrate the rich and highly active community of athletes, influencers, and gamers on the 2K platform. We analyzed and compared NBA, in-game, and real-world data, then hit four major cities with strategically placed OOH boards that spoke directly to the fanbase of the city through cultural and contextual nods to NBA storylines.
The Result
Not only did it lead to 2K’s highest holiday sales of all time, but it grew our community and solidified NBA2K19 as a must-have game of the year. Also of note, EA Sports no longer producer a basketball game, relinquishing that last bit of basketball share to 2K.
By listening to stories within the data, we were able to connect with people in a way that was impossible to ignore.