T-Mobile NBA Partnership
As the NBA's official wireless partner, extending the brand's real world executions in-game was an obvious extension. But creating programs that fully leveraged the gaming platform was where the real fun began.
Outside of what was already happening in the partnership, the T-Mobile Halftime Report, the Starting Five, the Rookie Challenge, etc., we created opportunities that highlighted the brand's "connectedness" message while augmenting the gamer's experience. "T-Mobile DirectUpload" in 2K's NBA 2K10 allowed players to capture and upload their best highlights for a chance at prizes and bragging rights in the vocal community. "Dynamic DNA Connected By T-Mobile" in EA's NBA Live brought gamers fresh-baked content daily, creating the most authentic NBA experience possible in a videogame.