NBA 2K26: When Street Marketing Turns Paris into a Giant Playground

To make a lasting impression and announce the highly anticipated release of NBA 2K26, the publisher went big by rolling out a spectacular street marketing campaign in the heart of Paris.

Mission: Immerse the city in the NBA universe

The goal was clear: to generate maximum visibility among an urban audience by capturing their attention where they live, move, and entertain themselves. Paris, a symbol of energy and culture, became the epicenter of this large-scale activation.

Oversized formats for immediate impact

• Monumental projections: Iconic facades such as Trocadéro Square and Palais de Tokyo were transformed into giant screens, showcasing immersive and unexpected visuals. A powerful surprise for both locals and tourists in one of the world’s most visited places.

• Spectacular displays: XXL visuals lit up the walls of the capital, bringing NBA stars to life and immersing passersby in the atmosphere of the game.

• Immersive activation along the riverbanks: The staircases on the Seine were dressed in NBA 2K26 colors, inviting everyone to “climb the steps to glory,” a perfect nod to the game’s progression experience.

Creating the “wow effect” in the streets

With this campaign, NBA 2K26 went beyond simple visibility: it created surprise and amazement, transforming everyday spaces into true stages of spectacle. Passersby didn’t just see an ad; they lived a memorable experience.

In summary:

• A campaign anchored in Paris’s most iconic locations

• Giant and innovative formats (projections, XXL displays, immersive urban activation)

• A clear objective: to leave a lasting impression and embed NBA 2K26 into urban culture

This operation once again proves that when street marketing is designed with boldness and creativity, it can become a cultural experience in its own right—far beyond traditional advertising.