We celebrated the next generation launch of NBA2K21 for the new PlayStation 5 and Xbox Series X consoles with a worldwide event generating excitement and engagement for millions of viewers across the globe. Our challenge was to create a seamless, can’t miss 24-hour virtual event — from content strategy, development, and execution all the way through the broadcast.
There’s no perfect way to simultaneously target consumers across the world’s 24 timezones, but we were able to optimize the broadcast to create an inclusive community feel from start to finish. With strategically placed programming during prime hours as well as non-stop code drops, audience viewership and engagement exceeded expectations.
NVE produced and led content development for #2KFEST, showcasing the game, its history, its fans, and most importantly its place at the nexus of sport, fashion, art, and culture. This global event was broadcast in multiple languages across the world and featured original content with NBA stars including Anthony Davis, Damian Lillard, Kevin Durant, and Zion Williamson.
The virtual event garnered 15.8M views, 8M minutes watched, 113 global articles and over 92% in positive sentiments. Within the first 24-hours, NBA2K saw 403K mentions, 255K conversations and 154K hashtag uses generating a lot of buzz around the event.