T-Mobile Organizes High School Basketball Tournament - Event Marketer

T-Mobile Organizes High School Basketball Tournament

DB_Silver_T-Mobile_2010 Ex
Brand: T-MOBILE
Agency: WASSERMAN MEDIA GROUP
Awards: EX AWARDS — BEST PROPRIETARY PROPERTY (CONSUMER)
Year: 2010

To raise awareness for its partnership with the National Federation of State High School Associations, T-Mobile created a high school basketball tournament with the top teams and players from around the country. Called the T-Mobile Invitational, the teams played in a Division 1 college facility and had their games broadcasted live on CBS College Sports.

The four-day program involved a series of events before game day. On Dec. 27, the teams arrived in Birmingham, AL, where they were treated to a private tour at the Civil Rights Institute, followed by dinner with basketball pros Charles Barkley and Dwayne Wade. The next day, the teams volunteered their time at the A.G. Gaston Boys & Girls Club as part of T-Mobile’s community service program called Huddle.

On tournament days, the teams arrived to an entirely T-Mobile branded experience with banners and signage as well as the CBS College Sports network set up to shoot the event. More than 5,000 people attended the tournament, more than 109,000 viewers checked out team vignettes on the online high school sports site, maxpreps.com, and more than 150,000 game recaps were viewed on CBS College online.

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