T-Mobile Reaches Families via Basketball Tournament - Event Marketer

T-Mobile Reaches Families via Basketball Tournament

DB_Gold_T-Mobile_2009 Ex
Brand: T-MOBILE
Agency: WASSERMAN
Awards: EX AWARDS — BEST PROPRIETARY PROPERTY (CONSUMER)
Year: 2009

In 2006, T-Mobile teamed up with the National Federation of State High School Associations, a non-profit leadership organization for high school sports and fine arts activities. Through the T-Mobile Invitational, a high school basketball tournament, the non-profit generated awareness and provided a platform where T-Mobile could start a conversation with hundreds of families.

The basketball tournament was comprised of boys and girls teams from all over the country. Games were played at Ball State University in Muncie, IN. The event kicked off on Dec. 27 with a welcome ceremony where teams received credentials, a schedule and a duffle bag brimming with Nike apparel. The next day teams joined the local Boys & Girls Club in a day of service to help the organization make repairs to its local facility. Prior to the tournament, teams were treated to an Indiana Pacers vs. New Orleans Hornets game. On tournament day, the Worthen Arena at Ball State University was fully T-Mobile branded; CBS College Sports network covered it live. The event wrapped with an awards banquet on Dec. 30. Highlights were posted on t-mobileinvitational.com.

From Dec. 1 to Jan. 18, the website received more than 50,000 visits and 250,000 page views.

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