NBA 2k League had a clear objective for the season. To grow their audience, quickly.

The League had an engaged audience of core NBA2k fans but the brief was to expand this. We identified two clear audiences who are already warmed to our offering;

NBA2K - These are fans who know the game and actively play it. They show a clear and active interest in the sport and sector.

NBA basketball fans - With over 57 million fans (at the time) on Instagram alone. We had an opportunity to reach fans who are already warm to Basketball.

These audiences understood the game of basketball and the game itself. A content framework which utilised our four main properties was the foundation for our channels content; The Players, The Teams, The Game, The League.

The pillars provided the social ecosystem with natural variety and maximised the leagues audience universe through collaboration with players, the NBA and the league partners.

Bold, bright and modern graphics, complemented and elevated self shot and stream footage to give our audience a social first feel of the League.

Results included building a TikTok channel from launch to 350k subs and 4.8m likes, growing their Instagram followers by over 40% through leveraging and adopting Reels. We also aided the team to get a new Twitch Originals show format commissioned.

Credits:
Creative Director: Paul Reid
Agency: Contented Group