Submitted by Wehype

NBA 2K25 MyTEAM Mobile All-Star Weekend Creator Campaign

Influencer Marketing

Wehype ran a 24-creator campaign across TikTok, YouTube and Instagram around NBA All-Star Weekend for NBA 2K25 MyTEAM Mobile, which the agency reports delivered 8M views.

8MTotal Views
22%TikTok Result Rate
1.6M+TikTok Views
8.3K+TikTok Clicks

Case in 60 seconds

2K set the campaign to drive installs, generate buzz and prove that MyTEAM belongs on mobile, so the work had to reach longtime NBA2K fans and curious mobile gamers at once rather than one group alone.

NBA fandom runs on culture, lifestyle and personality as much as on the game itself, so the page treats All-Star Weekend as the moment when creator content about life off the court could carry a mobile install message.

Wehype built a two-pronged creative direction, Play on the Go and OffCourt Drama, which paired the freedom of mobile play and the move from console to mobile with the culture and personality around NBA fandom.

Wehype activated 24 creators, prioritizing mid-sized influencers with high engagement and a strong affinity for NBA2K, who adapted both themes to their own style through fast-paced skits on TikTok, ranking and commentary formats on YouTube and Reels on Instagram.

Wehype reports more than 8 million views and record levels of engagements, with a 22% result rate on TikTok, 300K views for Jeffrey Bui on YouTube and a 5.98% engagement rate on Instagram Reels.

Strategy Breakdown

Longtime NBA2K fans and curious mobile gamers, with TikTok content aimed at mobile-first audiences during NBA All-Star Weekend.
NBA culture heating up around All-Star Weekend gave the campaign its moment, and the OffCourt Drama theme drew on the lifestyle and personality of NBA fandom rather than on gameplay alone.
A mobile companion to a console franchise has to earn its place on the phone, which is why the page states the mission as proving that MyTEAM belongs on mobile rather than simply announcing the app.
The app is described as an extension of the console experience with cross-progression, so the Play on the Go theme cast the brand as the link between console and phone rather than as a separate game.
The page reports that fast-paced skits hit home with mobile-first audiences on TikTok, so the brief rewarded short entertainment formats rather than feature explanation.

Creative & Execution System

Assets & channels

  • TikTok
  • YouTube
  • Instagram

Partners

  • Wehype

Creator role

  • Jeffrey Bui

Results & Evidence

MetricValue
Total Views8M views
TikTok Result Rate22% result rate
TikTok Views1.6M+ views
TikTok Clicks8.3K+ clicks
YouTube Creator Views300K views
Reels Engagement Rate5.98% engagement rate

Why Wehype's strategy worked

  1. 1

    Casting mid-sized influencers with high engagement and an existing affinity for NBA2K gave the content standing with the core fan base, because those creators already spoke to players who knew the franchise rather than to a general gaming audience.

  2. 2

    Handing creators two themes rather than a script let each one adapt the brief to their own format, which is how a single campaign produced skits on TikTok and ranking and commentary formats on YouTube.

  3. 3

    The page reports that click-through on Instagram was limited while TikTok returned 8.3k+ clicks, so Instagram served brand affinity rather than direct response, which argues for giving each network its own job in an install campaign.

  4. 4

    Tying a mobile install push to NBA All-Star Weekend placed the content inside a moment when NBA culture was already the conversation, so the campaign borrowed existing attention rather than having to create it.

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