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It's a Whole New Ballgame for 'NBA 2K'
The brand seeks to transcend gaming and play in broader hoops culture
NBA 2K cover stars Victor Wembanyama, Caitlin Clark and Derrick Rose are all hoops, all the time. Care to join them?
That pretty much sums up the video game’s message in fresh work dropping this week from Goodby Silverstein & Partners.
“We built the world around the idea that basketball obsession never shuts off: Glowing courts, neon signs, a city alive after dark, shot clocks and countdowns creating an always-on energy,” says Leah Barash, the brand’s senior marketing director.
Such imagery powers the push, which intentionally plays like a league tip-off effort, rather than a gaming promo, as the title with surging sales seeks to embed itself even deeper into the culture. Streetwear, kicks and court slang help define the broader basketball experience. NBA 2K wants to join them.
To that end, the media plan leverages most major video and social platforms for maximum scalability and appeal.
“Most games launch with one big anthem spot. But today, our audience craves so much more,” says GS&P creative director Jeff Fang. “They want gameplay upfront. They want all the superstar athletes. They want basketball every second of the day.”
“So instead of one anthem, ‘2K Never Sleeps’ shaped our mentality as we delivered a mixtape of more than 30 interconnected vignettes featuring over 10 NBA and WNBA athletes. Different players. Different modes. Different eras. One obsession connecting all of it.”
“Becoming synonymous with basketball means understanding something fundamental about the people who love it most,” Fang says.
“They don’t turn basketball off. Neither should we.”
Related: Nike Says: Caitlin Clark Can Make It ‘From Anywhere’
