American Express has a long-standing relationship with the NBA and its fans. Over the years, that relationship has evolved to include lifestyle elements such as merchandise collaborations with world renown trendsetters and Jersey Assurance, a first-of-its-kind benefit allowing Card Members to replace their jersey for free if their player changes teams within a year of purchase. So it only makes sense that Amex would include NBA 2K fans in their programming and Card Member benefits.

But reaching gamers and creating a compelling interaction takes more than an offer of free virtual currency. They need something worth stopping for. Like the Amex NBA 2K22 Experience.

An IRL pop-up store next to Crypto.com Arena offering physical gear and highly sought after digital merchandise for your in-game player. From a face scan studio to discounted NBA merch for Card Members to a NBA 2K22 match-up headlined by WNBA MVP Breanna Stewart and All-NBA

A first-of-its-kind NBA 2K metastore for Card Members, NBA & WNBA stars, and prospects, offering custom player upgrades to gamers IRL.

Our target audience included NBA fans and NBA 2K fans, many of whom are fans of both, and Card Members.

Our approach was to create a scalable, buzz-driving, digital / hybrid activation that successfully engages the Amex target audience and positions Amex as relevant, differentiated and innovative within the NBA ecosystem. In doing so, demonstrate that being an NBA and NBA2K fan is better when you’re with Amex.

Be the card that brings NBA 2K fans closer than ever to the game they love.

Ahead of the 2021-22 season, American Express announced a multi-year partnership extension with the NBA, WNBA and NBA G-League, and introduced its first-ever gaming benefit in the form of an NBA 2K22 offer for Card Members, where Card Members received $35,000 in virtual currency that could be spent on in-game purchases.

As a first-of-its-kind concept, The American Express x NBA 2K22 Experience served as a highly differentiated experience that provided enhanced value for Card Members and NBA fans and allowed American Express to authentically extend its role within the NBA ecosystem while building awareness of the broader gaming benefit. The experience reflected serious design, consideration, and investment by Amex to appeal to NBA and NBA2K22 fans.

Great digital merch free for Card Members? Check. Then you can get your sneakers cleaned AND hit the face scan studio to upgrade your custom player.

450K NBA Twitch Stream Unique Viewers

9+M Social Impressions

34 Media Placements/10 Interviews:

ESPN Radio, CBS Sports Radio, INSIDER, The Athletic (2X), UPROXX, Forbes, USA Today FTW, SB Nation, ThePostGame