🎉 2022 Shortlist

American Express x NBA 2K Experience

Entrant: Momentum Worldwide

  • Best Brand Experience or Activation



A first-of-its-kind NBA 2K22 IRL metastore for Card Members and prospects, offering digital merchandise and custom player upgrades to both avid gamers and casual fans.

The American Express x NBA 2K22 Experience brought popular and iconic elements of the NBA 2K digital world to life for Card Members and fans.

How does this represent “Excellence in Engagement”?

500K NBA 2K fans joined us either in person or via the Twitch stream.

The American Express x NBA 2K22 Experience was brought to life to accomplish Amex’s team sports objective of driving brand demand through powerfully backing fans across the entire basketball ecosystem.

Objective: 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 (see Activation Background below). 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 forward Paul George livestreamed on Twitch, Amex created an activation that interested NBA2K gamers.

Strategy & Execution: Free NBA 2K Digital Merchandise: For the first time ever, Amex Card Members could claim popular and limited-time digital merchandise for their NBA 2K MyPLAYERs on interactive display boards. Digital merchandise was distributed through unique NBA 2K22 Locker Codes only available onsite.

NBA 2K MyPLAYER Face Scan Studio: Fans and Card Members who stopped by the NBA 2K MyPLAYER Face Scan Studio had the opportunity to enhance their MyPLAYERs by taking high-quality face scans and uploading them in the game to get personalized, lifelike characters to play with.

Immersive Sights and Sounds: With wall-to-wall mirrors, Card Members and fans were able to experience the “Infinity Cube,” an immersive journey into the sights and sounds of NBA 2K22.

Access to Physical Merchandise and Services: NBA and WNBA merchandise was available for purchase, in addition to complimentary sneaker cleanings throughout the weekend. As an added bonus, Card Members received a 25% discount on all merchandise purchased with an American Express ® Card on-site at the American Express x NBA 2K22 Experience.

Fans around the world could also join The American Express x NBA 2K22 Experience by tuning in to watch on Twitch.

Results: 450K NBA Twitch Stream Unique Viewers

10+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


Momentum Worldwide
American Express


Ross Godick
Director, Business Leadership
Momentum Worldwide

Lauren Kimball
VP Design Director
Momentum Worldwide

Christine Shoaf
EVP, Business Leadership
Momentum Worldwide

Jesse Patch
Director of Experiential Production
Momentum Worldwide

Justin Wallace
Senior Creative Technologist
Momentum Worldwide

Michelle Petterson
Senior Integrated Producer
Momentum Worldwide

Debbie Yeh
Director of Experiential Design
Momentum Worldwide

Bradley Bean
Business Account Lead
Momentum Worldwide

Raul Garcia
Creative Lead
Momentum Worldwide

Laura Silverman
Associate Content Producer
Momentum Worldwide

Lindsay Ulrey
Vice President, Global Sports Experiences & Partnerships
American Express

Shizuka Suzuki
VP, Global Experiential Marketing
American Express

Leo Ehrline
Senior Manager, Global Sports Sponsorships
American Express

Celebrate in Las Vegas

Join us for the 4th Hashtag Sports Awards™ presented by Budweiser on the evening of July 12, 2022 at The Cosmopolitan of Las Vegas as we celebrate finalists and reveal the winners of this year's awards live during the show.