2K Fitbit/Boost

Background

NBA 2K was the world's best-selling basketball video game. It had fostered a large community of players including some famous names.

Research had shown that NBA 2K gamers spent roughly the same amount of time being active as they did playing the game.

CP+B and NBA 2K wanted to tap into this insight by coming up with an innovation that benefited the users of both of these very different worlds.