2K Sports, a top sports video games company, partnered with InStadium to build purchase intent for their new game, WWE 2K17, among influential, hard-to-reach sports fans.


InStadium utilized dynamic media assets of sight, sound, and motion to deliver messaging to fans in NBA and NHL stadiums across the country. A total of 31 teams participated in the program covering 190 games from October 24 – November 20.

Video game launch live sports


1. Leveraging both pre-game and in-game asset positions, InStadium’s network of teams and venues ran WWE 2K17 creative on digital video boards with dynamic LED creative along with game giveaway promotions in front of over 1.9 million sports fans.

2. Lucky Row/Seat Promotion: Six NBA teams ran a Lucky Row/Seat promotion during the flight in which lucky fans received free copies of the video game.


InStadium Program

:10 public address announcement

:30 Jumbotron video advertisement

:40 synchronized, arena-bowl LED and surround sound

Product launch fan activation
Fan activation experiential marketing