State Farm in NBA2K22

When NBA2K22 launched with its expanded virtual metropolis called The City, we leveraged everyone’s favorite good neighbor to authentically connect with the virtual neighborhood of Millennial and Gen-Z gamers and spread the good neighbor vibes.

We put Jake from State Farm in the game as the first branded NPC (non playable character) in 2K history, and we opened the State Farm NGHBR GOODS storefront where gamers could cop Jake’s signature fit and exclusive branded apparel. The integration culminated in a live Twitch tournament where Jake from State Farm battled it out with other prominent gaming influencers.

Art Director: Josh Johnson

Awards

2022 Shorty Awards
Winner // Native Advertising
Silver // Branded Content
Audience Honor // Native Advertising