MLB2K10

After several years of subpar games, 2K Sports revamped their pitching and hitting mechanics to give gamers a more realistic experience. To highlight these new mechanics, we built a campaign around the Pitcher vs. Hitter battle. To really grab the attention of an industry that had written the franchise off, we decided to throw down a little challenge: be the first to throw a perfect game and you win a million dollars.


The result: 

-280 million earned media impressions ranging form SI and ESPN to The Today Show. 

-15% increase increase in sales from the previous year (despite a projected double-digit lose) that not only exceeded expectations, they saved the franchise. 

-We made this guy a millionaire.