Ushering the next generation of NBA 2K with 2K21 on New Generation consoles welcomed the world to the new frontier of game-changing technology. But with the challenges of launching two games in two months multiplied by the extensive restrictions of the COVID-19 lockdowns, generating excitement and connecting with the global community would prove to be a monumental task to tread unchartered waters, and set an industry event standard.
With 2KFEST, we set out to create a can’t miss 24-hour global livestream to celebrate the launch of NBA 2K21. From leveraging a holistic social and comms strategy to generate hype, to creating awareness through in-game placements, the team was able to celebrate the global hoops community in a way only 2K can. We crafted localized programming through region time blocks across APAC, EU/UK and North American territories, and retained consistent engagement with exclusive interviews, game code drops and music performances from global artists.
This collaborative team effort resulted in a total of
2KFEST garnered 18.5 million global views, with a total of 8.1 million minutes watched
35% increase in in-game spending for 7 consecutive days, with 2KFEST apparel accounting for the #1 brand
#1 Trending topic in North America, and #4 Globally across the span of 26 hours garnering 184K mentions on Twitter alone.
Global coverage accounting for 112 articles from publications such as Bleacher Report, Hip-hop Wired, and IGN.