WWE is defined as “sports entertainment”.
So as an annualized title with very little dev time, 2K needed to lean heavily
into the entertainment side of sports entertainment to keep the franchise fresh.
Over the course of 4 years, these international campaigns infiltrated wrestling
and gaming culture, blew up Reddit, and even influenced on-camera WWE storylines.
Suplex City
Former NCAA and UFC champion Brock Lesnar doesn’t really speak. But he does say one thing. His catchphrase: “Suplex City, Bitch!” So we decided to turn it into a real place, complete with municipal phone lines, local cable ads, and a searchable map with hidden clues that revealed the games roster.
Be Like No One
Seth Rollins is the future. And the future isn’t too fond of the past. This campaign helped redefine Rollins’ anti-establishment character, so much so that WWE changed his presentation to incorporate the phrase “BURN IT DOWN!” which fans now gleefully scream whenever he appears.
To preach the gospel of Be Like No One for the rest of the roster, we needed someone who lived up to the mantra. Someone like WWE Hall of Famer Snoop Dogg.
Never Say Never
“Rowdy” Roddy Piper not only gave UFC trailblazer “Rowdy” Ronda Rousey permission to use his nickname, he also gave her his famous leather jacket. The voiceover in this spot was taken from a 2015 podcast, long before Rousey decided to enter a WWE ring, and shortly before Piper’s untimely death later that year.
Beyond Ronda, the Never Say Never campaign also told the improbable stories of how Superstars like Charlotte Flair, Rey Mysterio and others made it to WWE.
Step Inside
“The Man” Becky Lynch shattered the glass ceiling of the WWE boys club when she became the first woman to main event Wrestlemania. Then, she made history again by becoming the first female WWE 2K cover star.