We created “The Gold Room,” an exclusive online forum where gamers could play against real NBA athletes and celebrity gamers in NBA 2K.
The only way to gain entry was to buy the 10th anniversary editon of the game or by putting up ridiculous stats. I wrote a few digital films that introduced the idea and invited people to participate.
We partnered with NBA.com to create scoreboard takeovers. Each day, the scores from match-ups online would be aggregated and posted on interactive banners next to same match-ups played that day.