WWE 2K: Feel It

The WWE video game has a marketing history filled with slap-stick comedy and over-emphasized punchlines. Simply put, it felt over the top and fake. For the WWE’s diehards, wrestling isn’t fake—it’s entertainment. And it's entertainment they take very seriously. When 2K Games took over the video game franchise in 2013, they integrated best-in-class graphics and more realistic gameplay. This gave us an opportunity to change the conversation around the video game's experience, and bring the realness of a scripted form of entertainment to life. So, we went all-in on real. 

The “Feel It” campaign struck a chord with the WWE faithful and turned a disappointing franchise into a must-have extension of the WWE brand. Pre-orders increased by 64%, or about 110,000 copies year-over-year. Retail sales improved by 44% with over 1.5 million units sold across the globe. Also, WWE2K’s social engagement grew by 1,300%—leading to a 60% increase in brand advocacy.