| One Show 2017 | ||
|---|---|---|
| Interactive | Innovation In Interactive: Gaming | Merit |
| Epica Awards 2017 | ||
| Branded Content & Entertainment | Branded Games | Silver |
| Clio Awards 2017 | ||
| Direct | Product/Service: Digital/Mobile | Bronze |
| The Lisbon International Advertising Festival 2017 | ||
| Innovation | Creative Innovation | Silver |
| Cannes Lions 2017 | ||
| Digital Craft | Technology: Innovative Use of Technology | Bronze Lion |
NBA 2K and Fitbit have teamed up to create this interactive campaign which boost's your virtual "NBA 2K" character's player rating the more you exercise outside of the game. Agency: Crispin Porter + Bogusky USA.
Title: Nba 2k Boost
Media: Interactive
Alternative Title: Boost
Category: Health & safety
Client: NBA 2K/Fitbit
Advertiser / Brand: Nba 2k (Nba2k)
Product: Video Game
Agency: Crispin Porter + Bogusky USA
Country: United States of America
Production Company: Cp+B, Los Angeles
Creative Director: Jeff Dryer (Cp+B La)
Creative Director: Andrew Jasperson (Cp+B La)
Chief Creative Officer: Kevin Jones (Cp+B La)
Account Supervisor: Jake Welch (Cp+B La)
Project Manager: Denise Lynch (Cp+B La)
Account Manager: Katie Martin (Cp+B La)
Group Strategy Director: Mollie Partesotti (Cp+B La)
Executive Creative Technology Director: Corey Szopinski (Cp+B La)
Director Of Interactive Production: Ryan Moreno (Cp+B La)
Managing Director: Ivan Perez-Armendariz (Cp+B La)
Associate Director Of Agency Communications: David Whitney (Cp+B)
Outeractive Producer: Matt Khan (Cp+B La)
Managing Director: Ryan Skubic (Cp+B La)
Execution:
With the help of the 2K development team we created Boost – a first-of-its-kind integration between video games and fitness trackers that rewards users for getting active. The integration allows gamers to connect their NBA 2K accounts to Fitbit devices and for every 10,000 steps they take, their NBA 2K character gets a temporary “boost” in the game. The integration provided a way to help dispel the typical gamer stereotype by incentivizing them to live an active lifestyle through gaming rewards.
Campaign Description:
The NBA 2K franchise is known throughout the video game industry as one of the highest-rated sports games and as the most realistic basketball simulation. To help maintain their status as a top sports video game, they tasked us with finding ways for NBA 2K to become a thought leader in the video game industry through an innovation that would appeal to both the core target, males 13-34, and casual gamers.With the rise of wearable technology, we explored an opportunity to link fitness in the real world with performance in the digital world. For this integration to be successful we needed to find an authentic integration into the game. In the NBA 2K video game, users create their own characters that can even take on their appearance thanks to facial recognition technology. Allowing gamers to boost their characters ability with their own fitness made perfect sense.