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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

2KFEST

Entered in Global Campaign

Objective

Celebrate the next generation launch of NBA2K21 for the new PlayStation 5 console with a worldwide event generating excitement and engagement for viewers across the globe.

Strategy

The 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 time zones, but the key was to optimize the broadcast to create an inclusive community feel from start to finish. Leveraging strategically placed, region-specific programming during prime hours as well as non-stop code drops, player interviews, musical performances, exclusive content and social engagement expanded the worldwide reach authentically.

Results

2KFEST garnered 18.5 million global views, with a total of 8.1 million minutes watched. The event generated 184 thousand total mentions in 24 hours and was covered in 112 global articles. 2KFest trended #3 on Twitter in the US, #2 in France and #1 in Spain.

Media

Produced by

2K, NBA, NVE Experience Agency

Link

About the Shorty Awards

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