Background
To tap into NBA All-Star Weekend, 2K partnered with Wehype for a creator campaign that brought NBA 2K25 MyTEAM Mobile to the spotlight. The mission: drive installs, generate buzz, and prove that MyTEAM belongs on mobile.
Mission
With NBA culture heating up, the campaign aimed to reach both longtime NBA2K fans and curious mobile gamers. The goal was to create high-energy, creator-led content that would feel native on TikTok, YouTube, and Instagram, connecting across style, lifestyle, and sport.
Strategy
Wehype crafted a two-pronged creative direction:
Play on the Go – Emphasizing the freedom of mobile gaming and the seamless transition from console to mobile.
OffCourt Drama – Tapping into the culture, lifestyle, and personality that defines NBA fandom
We activated 24 creators, prioritizing mid-sized influencers with high engagement and a strong affinity for NBA2K. Each creator was encouraged to adapt the themes to their own style, resulting in content that felt fresh, fun, and totally on-brand.
Platform performance
TikTok
22% result rate, well above target
1.6m+ views and 8.3k+ clicks from top-performing creators
Fast-paced skits that hit home with mobile-first audiences
YouTube
Strong traction through ranking formats and commentary
Jeffrey Bui led the way with 300K views
Long-tail visibility ensured lasting impact
Reels saw 5.98% engagement rate
Click-through was limited, but visual storytelling boosted brand affinity
Final score
Campaign delivered more than 8 million views and record levels of engagements.
This campaign proved that when you combine the right creators, the right moment, and the right message, you don’t just reach your audience, you connect with them. And in the world of mobile gaming, that’s the real win.
