Establish NBA 2K as "THE" sports video game title and sell a crap ton of video games.
The NBA 2K franchise is widely acknowledged as the most realistic sports game experience. To further blur the lines between the game and reality we let basketball fans and gamers alike play not just as NBA players, but as themselves. Since every NBA player has a compelling narrative about their path to stardom, we gave NBA 2K players an opportunity to star in the story of their own rise to basketball fame. We worked with director Spike Lee, a master storyteller in his own right, to emphasize the importance of story and inspire gamers to discover their own path to success within the game.
The campaign helped the franchise shatter their records for pre-order sales, leading one industry journalist to call the launch of NBA 2K16 "the best launch ever for any sports game."