NBA 2K19 Launch Event
What do you do for the 20th anniversary of the most significant sports video game title? Engage NRG to create a one-of-a-kind brand installation that showcases the heritage of this beloved game. No pressure.
What we did
This launch event couldn’t be like the others. In fact, it needed to eclipse the others. And did we mention for this 20th anniversary game LeBron James was chosen as the cover athlete? It was time to go big, with a two-day activation beginning Thursday evening with an exclusive invite-only launch event, continuing into a consumer day on Friday.
We transformed NYC’s Green Point Terminal into a 20-year retrospective exhibition and rich gameplay experience that enveloped guests from the moment they arrived, beginning with a stunning LeBron James themed infinity tunnel. On the other side: NBA 2K19 gameplay ahead of the release with customization stations, a gallery of gaming where guests could play NBA 2K releases from 16 of the last 20 years, and an exclusive live performance from NBA 2K19 soundtrack curator, Travis Scott.
On Friday, activations included screen printing t-shirts, customized cover art provided by Microsoft, giveaways, gameplay, and a live stream celebrity NBA 2K competition onstage.
Six-hundred guests enjoyed our Thursday event, with another 1,000 in attendance Friday. The use of an RFID system provided rich information gathering– from participation and registration, to cover art and gift bag redemption. The only takeaway the system couldn’t capture was the sense of awe.
