Season On The Brink: 2K Sports Launching Effort Behind NBA Game

2K Sports Launches "NBA 2K9" Campaign

2K Sports this week is launching a marketing campaign for its "NBA 2K9" videogame titled "The Other Season," according to Barry Janoff of BRANDWEEK. The effort, via 72andSunny, L.A., includes print ads that break this week and TV spots that will begin airing October 3 featuring the tagline "Make this season matter." There also will be a "2K9" Web site "where participants can participate in an online fantasy league whose teams are named, managed and promoted by NBA players." Celtics F Kevin Garnett, who appears on the videogame box, stars in the creative. Meanwhile, Garnett is also part of an online campaign with Pistons G Chauncey Billups, Jazz F Carlos Boozer, Warriors G Monta Ellis, 76ers F Andre Iguodala, Suns G Steve Nash, Trail Blazers C Greg Oden and Bulls G Derrick Rose in which each player "owns his own fantasy team and gets to draft the best videogamers from among visitors who play NBA 2K9 online at Theotherseason.com." The game will be released on October 7  (BRANDWEEK.com, 9/23).