BACKGROUND

When 2K launched their WWE 2K20 game, it immediately became the laughing stock of the gaming community. Poor development quality made it easy for Twitter, Reddit and more to erupt with meme, spoofs, and viral jokes of the bad graphics and glitches. After a season off and a recommitment to development, they asked for 160over90 for a global campaign in service of making WWE 2K22 be seen as the ultimate comeback story.

This led to a strategy that ultimately became the campaign tagline: IT HITS DIFFERENT.

Agency: 160over90