Calling on NBA Fans†

How T-Mobile's user-gen contest took the brand's 60-second Super Bowl spot into overtime

Adweek, June 30, 2008 — It could have been the same old Super Bowl story. A creative team toils for months, and a client spends millions, on 30-seconds of big-game glory. Then, faster than the MVP can say "Disneyland," the applause fades, the spot is relegated to routine rotation and, ultimately, assumes its final resting place on the agency reel.