All Points Media PrintWorks - We offer branding, graphics, and print services to help develop your company’s image, and make your brand stand out from the crowd.

Overview:

Looking to capitalize on the density of basketball fans in attendance, 2K Sports and KD&E Advertising called upon All Points Media to bring their new basketball game, NBA 2K8, directly to the people during the 2008 NBA All-Star Game. Deploying 2 AdVans equipped with 2K Sports' brand new video game, APM used a combination of mobile advertising and gorilla marketing to setup the play. Wrapped in vinyl graphics showcasing video game characters playing alongside actual NBA stars, one of the main goals of the campaign was to showcase the realistic graphics and authenticity of the game. The AdVans toured the packed downtown district during All-Star Game festivities, displaying full motion video and audio commercials, and then pulling up on packed street corners and letting fans play a quick game of basketball on the AdVan's huge screens. The unparalleled flexibility and mobility of the AdVans allowed APM to capitalize on fast breaks and get to the people where no other medium could have. Alongside the AdVans were 6 brand ambassadors, assisting players with the game, and quickly creating an exciting and fun atmosphere to draw people in. The entire event was a huge success, introducing thousands of people to the game, and achieving the campaign goals in a way no one else could.

Objectives:

Raise awareness of the brand new NBA 2k8 Basketball video game.
Showcase the realistic graphics and gameplay that make NBA 2K8 the cutting edge of basketball games.
Build positive 2K Sports brand awareness.

Technology:

The AdVans were equipped with Xbox360 video game systems, and played the brand new NBA 2k8 video game. Each AdVan was furnished with 4 wireless controllers (2 for backup). The Xbox360 was connected to our media system using a high quality VGA signal, providing a superb image. The systems 6 high quality speakers provided plenty of sound to draw attention to the AdVan from nearby businesses and passerbys. A looping DVD commercial was also provided to play in transit from location to location.

Results:

Utilizing the mobility, flexibility, and attention grabbing power of the AdVan, 2K Sports successfully created a strong presence at the 2008 NBA All-Star Game. The AdVans, in combination with interactive experiential marketing, and exciting street team members, generated incredible buzz about the 2K Sports brand and their new video game NBA 2k8. Among the core audience demographics and casual fans alike, the program was a Slam Dunk!