The cover announcements ended up driving a 69% lift in pre-orders, and the campaign launch drove the highest month of international sales for any sports video game ever, helping 2K19 become the best-selling edition of all time. Smith’s Finals blunder, which helped turn the cover artwork into a meme that made its way through the internet. Bleacher Report was inspired to create a mock cover inspired by J.R. Giannis Antetokounmpo of the Milwaukee Bucks is the cover athlete for the standard edition, while LeBron James (who was also the cover athlete of NBA 2K14) of the Los Angeles Lakers is the cover athlete for the 20th Anniversary Edition. Results: The moment our campaign dropped, it permeated popular culture and was featured on NBA TV, FS1, ESPN, Sports Illustrated, The Washington Post, the New York Times, Forbes, HypeBeast amongst many others. The spot was the first time that LeBron was seen in his new Lakers jersey, helping drive additional brand buzz during the game launch. Giannis Antetokounmpo's mother told the story of his rise in a follow-up spot to announce that he was 2K's standard edition cover athlete.įinally, when the game launched, LeBron James challenged the entire 2K community to take his throne in an epic 2-minute launch film. Trae Young revealed our tagline, stitched into his suit coat on draft night. We leveraged the words that have come to define him and used them to design a cover that represented LeBron’s impact on basketball, culture, and the world as a whole.įrom there, we extended the buzz around the announcement by by incorporating additional athletes within the 2K family. Anthony, 38, did not play in the NBA this season. The first player in NBA history to finish a regular season ranked in the top 20 in total points, rebounds, assists, steals, and blocks, Antetokounmpo has earned the nickname Greek Freak. 3 overall pick and 10-time NBA All-Star Carmelo Anthony announced he is retiring from the game of basketball after 19 seasons on Monday. The year-long effort kicked off with the announcement of LeBron James-a living legend-as NBA 2K19’s 20th-anniversary edition cover athlete. 2K today announced that the NBA 2K19 Standard Edition will feature Milwaukee Bucks standout and two-time NBA All-Star Giannis Antetokounmpo on the cover. Solution: In anticipation of the 20th-anniversary release of NBA 2K19, we created a campaign that transcended culture by empowering gamers to craft their own legacies and make their names known by all. And it is through these narratives that the world finds inspiration. The cover art is a departure from the usual. Insight : Behind every name is a narrative that shapes its legacy. On June 5th 2018, LeBron James was revealed as the cover player for the 20th Anniversary Edition of NBA 2K19. Putting Lonzo Ball on the cover of NBA 2K19 would certainly turn some (angry) heads. Our challenge was to help the brand take a similar step-from basketball icon to cultural icon. NBA 2K19 marks the 20th anniversary for the NBA 2K franchise. Challenge: With the introduction of a new open-world concept called “The Neighborhood,” NBA 2K19 finally stepped outside the confines of the basketball court.
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