Like a Good Neighbor, in NBA2K

Client: This year we’re investing $XXX,XXX in the new NBA2K video game on court-side branded web banners.
Me: What if we took that budget, and instead immortalized THE Good Neighbor, in the game’s Neighborhood? For ever.

Jake from State Farm has become known as the “Good Neighbor” across America. So when NBA2K22 launched with the biggest in-game community in the world, we leveraged State Farm’s brand character in a never-been-done-before way that connect with gamers everywhere — we immortalized Jake in the game’s neighborhood courts and let others spread good neighbor vibes.

We launched by immortalizing jake in the neighborhood

We put Jake in the game with his very own NPC (non playable character) that hung out with players on & off the courts.

And let fans spread good neighbor vibes

AND we let Jake share his signature fit, and exclusive threads, with players across the city with his very own sports shop – “Neighborgoods”

jake then formed the neighbor-squad

We even held a live Twitch tournament with prominent gaming influencers that reached millions of fans. We invited fans to participate on and off the court, rewarded them with prizes and saw direct brand consideration by giving out special rates.