AMEX X NBA 2K23 LAB
AMEX backed 2K fans by putting real 2K League coaches in their corner, bringing the game to life via LED courts, and much more.
Watch the full case study here.
Coaching stations
Amex wanted to gain recognition as the card for NBA 2K fans so instead of telling card members and prospects, we showed them. The AMEX x NBA 2K23 Lab invited 2K fans whether novices or experts to level up their game through 1 on 1 coaching sessions with real coaches like Nets Gaming Crew coach, Ivan Curtiss.
HIGHLIGHT HUB
Every guest got their moment to shine on an LED court built for iconic plays. On-court prompts and pressure sensitive waypoints led each player to buckets ending with a show stopping NBA play. Afterwards, fans saw their their greatness graded on the LED screen, and took home their highlight video alongside the 2K controls to recreate it in-game.
Celebrity GAMING SESSIONS
We invited familiar faces to grace our Game Changer Gaming Station every night of the event. Here, big names like Jack Harlow, Druski, RJ Barrett, Jalen Brunson, Kelsey Plum, Sabrina Ionescu, CashNasty, and more faced off in 2K gaming sessions where fans could watch and learn, live. We even broadcasted the content on Twitch so fans could experience The Lab from anywhere.
From left to right: Alexis Morgan, Jack Harlow, Druski
From left to right: itspikaaa, Kelsey Plum, Sabrina Ionescu
From left to right: Druski, Jalen Brunson, RJ Barrett