NHL2K11

National Mobile Tour

THE CLIENT: 2K SPORTS

THE BRIEF

Take NHL2K11 on the road to fans to build awareness and buzz around the release of the game. Create a mobile interactive experience for gamers and hockey fans to trial the game exclusively on the Wii platform. Accommodate NHL athletes along the way creating PR and buzz building opportunities.

THE EXECUTION

Working with retailers throughout the US and Canada, NRG created a cross-country tour that traveled from Los Angeles to New York via 15 additional cities.

NRG created a customized 36ft RV that was retrofitted specifically for NHL2K11 complete with internal/external branding.

The activation included multiple Wii trialing stations including an exterior set up featuring three gaming consoles, which accommodated up to 12 players at a time.

Other activities included onsite data collection, social media outreach, blogging, and PR.

THE RESULTS

Over a 3-month period, the NHL2K11 Real Wii Hockey Experience visited 17 cities and over 1,800 fans trialed the game.

Travelling over 6,400 miles, fans were encouraged to follow the adventures of the tour through daily updates via Facebook and Twitter.

In addition to the game trials, sign-ups and branded giveaways, the tour also had special appearances from 2K Sports sponsored NHL players.