Last year in Las Vegas, our mantra was Go Big. This year in New Orleans, it was Go Bigger. When T-Mobile turned us loose on “The Big Easy” for the 2008 NBA All-Star Weekend, our goal was to connect fans to the game more authentically than ever before. Using T-Mobile’s larger than life spokespersons–Charles Barkley and Dwyane Wade–to riff on the game’s “Old-Skool vs. New Skool” rivalry, we created a multi-faceted experience that showcased basketball not just as a sport, but as a lifestyle.
Two 40 story wallscapes, arena style signage, an interactive dribbling game, a touch-screen jersey builder, product demos and a buzzer-beating exit experience were just a few of the ways we drew fans into the NBA lifestyle and the T-Mobile brand. By all accounts, the T-Mobile Jam Session was the crown jewel of the event. As one NBA rep aptly put it: “You guys were somehow able to go bigger than last year.”