WWE 2K23 | Even Stronger
WHEN JOHN CENA’S ON THE COVER, IT’S ON
A WHOLE ‘NOTHER LEVEL
After the strong release of WWE 2K22, we knew we had to be
“Even Stronger” for WWE 2K23 and thankfully we had wrestling
legend John Cena lined up as our cover star.
In a massive campaign spanning hundreds of assets, we started
off by leaning into internet-lore by turning the “You Can’t See
John Cena” meme into our announce concept.
We kicked off the campaign with a blank cover reveal supported by invisible John Cena social posts from our WWE Superstars, before revealing John
Cena, and the official cover art, in a social spot with Bad Bunny.
Then gave hardcore fans what they crave by releasing an official Announce Trailer (featuring a Nancy Sinatra track), followed by an epic Gameplay Trailer, finally we celebrated the official release of the game with a trailer inviting fans to step into the shoes of their favorite Superstars.
In the end, we had 91% positive/neutral social sentiment, a 845% YoY boost in engagement, and a 618% YoY boost in views compared to WWE 2K22.
For those who don’t know, John Cena invented the catchphrase, “u can’t see me”,
born out of his dominant run in the WWE. He’s so good, his opponents literally and figuratively cannot see him. This oozed its way into the Internet where the phrase became a popular meme.
We jumped at the opportunity to tease the announcement “without” a cover star…
role: Idea - copywriter
CD: Justin Wright