Publicis in the West helped breathe new life into a user-generated ad contest device for client T-Mobile by creating a contest in which users could mash up a Super Bowl spot featuring NBA stars Charles Barkley and Dwyane Wade, but were unable, through built-in controls, to present the brand in an unflattering light. The contest boosted T-Mobile's brand awareness by 12% among followers of pro-basketball, compared to a 4% increase for the company's other NBA-related sponsorships and 7% for general market pitches, according to this article.

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