To support the launch of blockbuster video game NBA 2K14, NBA Entertainment is offering fans the opportunity to take the place of LeBron James on the game’s cover photo.
The NBA 2K14 Cover mobile application is creating a buzz with content-craving NBA fans. The app, first launched exclusively with Walmart to reward game buyers in early October, allows for the user to take their own photo and have it used to recreate the cover of NBA 2K14. The project is Ad-Dispatch’s latest collaboration between the continent’s largest retailer and a retail brand. In the past few years, Ad-Dispatch has also released titles for Marveland Warner Brothers.
This application was initially tied to a retail incentive for the first 60,000 NBA2K14 game buyers. These customers received an NBA poster as a gift with purchase, with a call-to-action on the poster to “Get on the cover of NBA2K14″. This initial spark was enough to ignite app downloads that have far exceeded NBA Entertainment’s expectations. The simplicity of the mobile app and the easy tie-in to social sharing have proven, once again, to be a formula for success.