| Title | GAME TIME |
| Brand | TAKE-TWO ASIA |
| Product / Service | NBA2K ONLINE GAME |
| Category | D01. Online Video |
| Entrant | WEBGENE INFORMATION Taipei, CHINESE TAIPEI |
| Entrant Company | WEBGENE INFORMATION Taipei, CHINESE TAIPEI |
| Advertising Agency | WEBGENE INFORMATION Taipei, CHINESE TAIPEI |
| Production Company | CHENG SHIH PRODUCTION Taipei City, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Edmund Shih | WEBGENE INFORMATION/INC.WEBGENE INFORMATION/INC. | Project Director |
| Tino Lin | WEBGENE INFORMATION/INC. | Senior Project Planner |
| Ryan Lai | WEBGENE INFORMATION/INC. | Project Planner |
| Domingo Yu | WEBGENE INFORMATION/Inc.w | Art Director |
| Kin Chen | WEBGENE INFORMATION/INC. | Interactive Director |
| Yulin Chen | WEBGENE INFORMATION/INC. | Copywriter |
| Jimmy Shih | WEBGENE INFORMATION/INC. | Senior Producer |
| Andy Liu | WEBGENE INFORMATION/INC. | Senior Producer |
| Austin Lee | WEBGENE INFORMATION/INC. | Interactive Designer |
| Jay Wang | WEBGENE INFORMATION/INC. | Assistance Project Planner |
| Evan Yen | WEBGENE INFORMATION/INC. | Senior Interactive Developer. |
| Will Huang | WEBGENE INFORMATION/INC. | Internet Developer |
| Mickey Pan | CHENG SHIH PRODUCTION LTD. | Executive Producer |
| Dian Chen | CHENG SHIH PRODUCTION LTD. | Executive Creative Director |
| Pineapple Wang | CHENG SHIH PRODUCTION LTD. | Account Executive |
| Dantol Peng | Freelancer | Movie Director |
| King Kin | FLIGHT INTERNATIONAL MARKETING CO./LTD. | Director |
| Rex Lin | FLIGHT INTERNATIONAL MARKETING CO./LTD. | Supervisor |
- Reproduce NBA2K Online game scene such as circle on the court, court decoration, music, cheer squad, and special costume on a famous street court in Taipei. - Two “NBA2K Online teams” play basketball with consumers (ballers) and surprise them with amazing skills and unique NBA2K online experience. - Tape the whole process and drop the video to social media to make greater impact, strengthening NBA2K Online brand impression and awareness.
-In addition to 300,000+ video views, we’ve gained positive consumer feedback toward the video content when monitoring campaign performance. Consumers appreciated our creativity a lot. Some consumers indicated that NBA2K Online video reminded them of “Uncle Drew” series by Pepsi; others would like to see more surprising event from NBA2K Online. -20,000 new users account for 10% growth of current users. -During the campaign period, we’ve reached 56,000,000+ potential consumers through social cooperation with basketball community in Taiwan, gaining 56,000,000+ NBA2K Online game awareness.
What were the business, marketing and communications objectives that lay behind the case? Describe the target audience and their relationship with the brand. Explain the unique insight that shaped the idea. How was it relevant to both the client and the target audience? Deliver the core value of NBA2K Online in high competition gaming market to attract more users enjoying the game. We create a unique experience by bringing NBA2K Online game features to real life and maximize the game volume and buzz through viral video and social penetration.