Case Study: 2K Games achieves higher ad recall and purchase intent with Instagram

2K Games - Customer Case Study

2K Games, the US video game publisher behind NBA 2K, wanted to expand awareness for NBA 2K19 and reach beyond its core fans to new players and pre-order customers across different countries and experience levels. The challenge was to connect with audiences excited about the launch while driving interest and pre-orders for the game, using Instagram and Facebook advertising.

Instagram helped 2K Games run a launch campaign using video ads and Stories to showcase NBA 2K19 in action and build excitement, while also targeting core fans, sports and gaming enthusiasts, console gaming audiences, and lookalike audiences. The campaign delivered measurable results, including a 16% lift in ad recall, an 11% lift in messaging association, and a 7% increase in purchase intent.

2K Games

Ronnie Singh

Director of Brand Culture