T-Mobile & The NBA: A case study

“The NBA as it happens” was the biggest integrated campaign ever for T-Mobile‘s NBA sports sponsorship. Year six included spots directed by Spike Lee, a 1500 square foot geodesic dome branded experience at the All-Star Weekend, a song produced by Dj’s Cool & Dre, and a music video inspired by Charles Barkley himself. Check out the video that shows it ALL.