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Celebrating NBA Fans Digitally and IRL

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The Challenge

How do we elevate American Express’ existing NBA 2K22 partnership?

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To reach NBA fans via one of the most popular gaming titles in the world, American Express created its first-ever NBA 2K offer, giving Card Members 35K in Virtual Currency after they bought NBA 2K22.

So we set out to create an ownable moment that would show that basketball is better #withAmex.

We co-created the first-ever IRL Amex/NBA 2K Experience steps from Crypto.com Arena in Downtown LA, where fans could redeem highly sought-after digital merchandise.

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    Sneaker Care

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    Infinity Cube for the 'Gram

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    Exclusive Digital Merch

We developed a 360° amplification approach and custom assets that lived on earned, owned, and paid channels to amplify the Experience and show how Amex was celebrating NBA fans.

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We partnered with NBA star Paul George and WNBA phenom Breanna Stewart for in-depth interviews and a 2K22 match-up that was streamed LIVE on Twitch.

We also hosted an exclusive event for media to preview all of the activities taking place over the weekend.

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The program scored with both fans and Press: AdAge named it a Top Gaming Partnership of 2021.

Results

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    Social Media Impressions
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    Viewers on Twitch
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    Social Posts by Talent + Media Partners
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    Press Stories

Earning It

Amex NBA 2 K22 Ad Age
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Amex NBA 2 K22 Insider
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Amex NBA 2 K22 Campaign Live