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                                      🎉 2022 Shortlist

                                      American Express x NBA 2K Experience

                                      Entrant: Momentum Worldwide

                                      NOMINEE ✨
                                      • Best Brand Experience or Activation

                                      american-express-nba2k

                                      ABOUT THIS ENTRY

                                      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

                                      Production

                                      Momentum Worldwide
                                      American Express


                                      Credits

                                      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.

                                       

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