2K Sports wanted to hype its latest basketball game, NBA 2K9, reaching XBox and Playstation gamers around the world.
Working closely with our creative partner, 72andSunny, we created an untraditional fantasy basketball league where NBA pros are drafting players and the fans are the star athletes.
The unique web experience allowed gamers to submit themselves to be virtually "drafted" by Kevin Garnett, Steve Nash, Carlos Boozer, Chauncey Billups, Andre Iguodala, Greg Oden, Derrick Rose or Monta Ellis. A leaderboard kept score, allowing gamers to easily compare themselves to the other "players" in the draft based on points, rebounds, assists, steals, blocks, turnovers and minutes played in the video game.
Gamers were also able to scope out the competition by looking at their competitors’ photos, strengths, weaknesses and audition videos.
Agency Partner: 72andSunny