CP+B L.A. launched a campaign for NBA 2K17, promoting a new feature pairing the basketball game franchise with Fitbit to get gamers to get outside for some exercise.
NBA 2K17 players can link their Fitbit to their in-game character, so that for every 10,000 steps recorded with Fitbit (per day), they get a boost to their attributes. It’s a clever cross-promotional tie-in that may also serve the purpose of getting couch-dwelling gamers out for some actual exercise.
The video promoting the partnership leaves a bit to be desired, however. In lieu of hiring an actual actor to demonstrate the device’s implementation, CP+B opted for a mix of minimalist animation and in-game footage. Sure, it explains how the device integration works, but it does so without much style and feels like a missed opportunity to truly show off the feature.
“This feature gives gamers a way to stay engaged with 2K even when they don’t have a controller in their hands,” CP+B L.A. managing director Ryan Skubic said in a press release. “By turning real world physical activity into what is essentially a form of game play, the connection between gamers and their virtual NBA 2K characters will be stronger than ever.”