Partnership:

NBA 2K24 and MTN Dew

Description:

MTN DEW and 2K partnered to promote NBA 2K22.

Chicago Bulls guard Zach LaVine signed with PepsiCo’s MTN DEW, joining fellow ballers Zion Williamson and A’ja Wilson. LaVine and Williamson even appeared in an ad for NBA 2K22, where they took a "DEW break".

As LaVine joined the MTN DEW crew, he appeared in NBA 2K22 as a “quest-giving” personality in The City, a place where players on a PlayStation 5 or an Xbox Series X/S could engage in multiple minigames and off-court activities. In his role, LaVine guided players through 3-point challenges and even squared off against Williamson. Further in the game, players had the option of wearing LaVine-inspired drip. The game even included a “DEW ZONE”, a special spot on the court, if the players decided to sport his merch.

Players also had a chance to win a trip to the MTN DEW 3-point contest at the 2022 NBA All-Star game, as well as prizes from MTN DEW + the NBA and Free NBA 2K22 Virtual Currency (VC) in the “SWEETIES PICK!” Sweepstakes.

Partnership Opportunity:
NBA 2K24/Gaming & Esports
Company:
2K
Partner/Category:
MTN Dew /Beverages
Timing:
4th Quarter 2021
Target:
Male
Female
Teens
Adults 18-24
Adults 25-34
Promotional Elements:
Contest / Sweepstakes
Media Elements:
Celebrity Appearance / Endorsement
In-Game / In-App Integration
Online
Social Media

Website and Social Media

Created On:
2022-02-03
Last Modified on:
2022-02-16
Companies Involved
2K
2K
Greg B
Greg B Senior Director, Global Partnerships 2K
Ashley L
Ashley L Senior Manager, Global Partnerships 2K
Reed K
Reed K Vice President - Business Development Frameplay
Tuck

Were you involved in this partnership?

Click this button to tag yourself on this partnership.

I worked on this program


(add to your profile)
Chat

If you're having issues logging in, click here to contact us.

You have used of 5 free views remaining for the week...

...please or create a free profile to see more.