J. COLE DREAMER CAMPAIGN
NBA 2K further cemented its place in gaming history by elevating one of their very own in J. Cole.
A certified legend in the game, pro hooper, and multi-hyphenate that embodies 2K’s foothold within the world of music, sport, and culture.
We validated and amplified this partnership by reaching different touch points within basketball culture, as well as creating a holistic journey for core gamers. This enabled us to avoid ephemeral impact by leveraging different cultural moments within the pre-order and launch timeline:
Generate hype and excitement by announcing the partnership with Cole’s cameo in the MyCAREER trailer.
Drive authenticity by integrating Cole’s label mates and close collaborators, Bas and Elite, into the MyCAREER storyline.
Cross-collaborate with internal and external partners to launch a full, 360 announce by extending our reach with support by the NBA, Orlando Magic, Detroit Pistons, and various global cultural media outlets.
Cover announcement was #2 biggest unveil ever on NBA 2K channel’s behind Kobe’s 2K21 artwork
Trending globally at #6 on announce day.
Re-heat the announcement for the physical SKU launch with additional support and assets highlighting the mocap experience capturing Cole at 2K’s studios
Continue the year-long journey through the Seasons integration highlighting Cole’s Dreamville and DREAMER apparel lines for users to wear online.
Dreamville and DREAMER apparel were top-5 best performing brands within the 2K23 lifecycle.
J. Cole’s MyTEAM card and challenge was one of the most completed challenges in 2K23
Embed easter eggs in the form of an unreleased song snippets from J. Cole’s upcoming album that was hidden for users to discover in the MyCAREER storyline.