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Special Project

Special Project
From the 13th Annual Shorty Awards


Entered in Global Campaign


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 and Execution

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.


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.


Entrant Company / Organization Name

2K, NBA, NVE Experience Agency