NBA 2K

To help modernize the brand, we partnered with game developers to introduce the first branded character, Jake from State Farm into a video game. It was an historic first and demonstrated that State Farm understands Gen Z would rather play an NBA game than go to one.

We utilized the exact same motion capture system and protocol the programmers use to ensure authenticity.

Teaser video dropped on socials the week prior to game release to get people talking.

To engage gamers, we opened NGHBR GOODS, a virtual streetwear store in The City that offered players free custom skins.

To add hype during drop week, we hosted a NBA2K tournament on Twitch with the biggest influencers in gaming.

By any measure, Jake from State Farm’s rookie season in NBA2K was an huge success.

Want the full story? Here’s the recap video.