72andSunny Creates Provocative Campaign Offering Largest Contest Prize in Video Game History
March 9, 2010

72andSunny Creates Provocative Campaign Offering Largest Contest Prize in Video Game History

Los Angeles, Calif. - 72andSunny, the Los Angeles-based creative company known for its work with worldwide brands, has launched an integrated marketing effort for the newest video game from 2K Sports, Major League Baseball 2K10. 72andSunny has captured the drama of the pitcher vs. hitter dual, by creating a campaign that has the MLB 2K10 game offering a $1,000,000 performance bonus to the first player to pitch a Perfect Game.
Starring 2008 Rookie of the Year and 2009 Gold Glove winning 3rd baseman Evan Longoria. The campaign includes TV spots, print, and online ads, content films, and a Facebook hub.

“72andSunny helped us effectively communicate the drama and excitement of a Major League Pitcher vs. Hitter dual,” says Jason Argent, vice president of marketing, 2K Sports. “They really made sure that the investment we made into creating our innovative true-to-life hitting and pitching system was brought to life in an exciting way that our audience will want to see, share, and interact with.”

In this years campaign, 72andSunny highlights the newly revamped hitting and pitching controls in MLB 2K10, encouraging fans to “Get Ready to Battle.” Says creative director Bryan Rowles, “ With the added stakes of the million dollar reward, the player experiences similar performance pressure of standing on the mound, staring down a hitter in a clutch situation.” Historically, there have been 16 perfect games pitched in the MLB and 2K Sports is in full anticipation that one savvy gamer will rise to the challenge, retire all 27 batters and win the unprecedented million dollar cash reward.

The MLB 2K10 Launch Film features live action, motion capture, CGI, and actual game assets. The film will be running on ESPN, and was featured during American Idol. The print ads are running in SI, ESPN the Magazine, and Game day Programs across the MLB. The online campaign is poised to reach the core sports and gaming audience with a Facebook hub, rich media banners, and content films featuring; Evan Longoria, 2006 Rookie of the Year Justin Verlander, 2009 Rookie of the Year Andrew Bailey, 2006 AL MVP Justin Morneau, Kendry Morales, and All-Stars Jose Reyes and Felix Hernandez.