For passionate fans, basketball is life. So, NBA 2K is infusing in-game data from around the world in its latest campaign to showcase the magnitude of the sport and game's reach.
The 'Everyone's On' campaign, supported by NBA 2K19's creative agency BSSP, spans out-of-home, digital banners, video, and social to highlight figures such as total three-pointers made and how many times Michael Jordan beats LeBron James every day.
Matthew Curry, chief creative at BSSP, said the gaming community is a cultural force and NBA 2K's near-mass adoption has a significant role in the basketball and gaming worlds.
"Hundreds of thousands of players are active on NBA 2K at any given time. And when you start digging into that — what team, what players, what moves, what dunks, what reimagined rivalries — the data starts to tell an interesting story. Combine that with all the hype and culture surrounding this game, the different people playing — gamers, NBA stars, celebs, musicians — and it’s clear it’s the party everyone’s at," he said.
Curry said the creative process started at the least creative place imaginable: the data.
"By combining the data that was most contextually and culturally relevant, we could use it to create unexpected headlines. We then worked with our media team to determine where the out-of-home placements would be so we could write for maximum location-specific impact," he said.
Some notable headlines include figures like, 'The Lakers have won 291,342 championships this year,' and 'The Knicks beat the Celtics 23,344 times last night.'
Elements in the campaign's digital OOH will regularly update to match the most current in-game numbers, including at an LA Live takeover at Staples Center for 2K fans to enjoy while watching a real life game.