THE CHALLENGE With a limited budget and hundreds of brands competing for attention during the 2012 NBA Finals, how could Sprint break through to promote the launch of its new EVO smartphone? THE SOLUTION NBA BACKBOARDCAM PRESENTED BY EVO 4G LTE FROM SPRINT Using the NBA BackboardCam, we replicated the EVO’s revolutionary new camera, which fires-off four pics per second, and then flooded Twitter with the Finals’ biggest plays.By combining the functionality of the NBA BackboardCam with the social reach of Twitter, we were able to demo the new EVO in a truly unique way, dishing out exclusive content all throughout the NBA Finals. RESULTS • MORE THAN 81 MILLION IMPRESSIONS • MORE THAN 950 TWEETS & RETWEETS • MORE THAN 23% NEW FOLLOWERS
