T-Mobile is the largest sponsor for the National High School Federation's Basketball Tourney. We were approached by T-Mobile to create a campaign that captured what it means to compete at the highest high school level, devoid of the glamour associated with college and professional hoops. We created a poster and print campaign that was featured nationally in USA Today.
We wanted to communicate with the kids that actually play in the tournament, so we created Beyond 84. A social site exclusively for the high school basketball athlete. The site helps lay the groundwork for next year's tournament, while continuing the conversation with the athletes throughout the year. Beyond 84 can be summed up as a grass roots movement that lasts longer than a simple media buy. It illustrates the emotional journey that the teams, coaches and fans endure during the high school basketball season. By engaging players past and present via video content, social media and guerrilla efforts, Beyond 84 helps build the T-Mobile Invitational into the elite national high school basketball tournament. This project is currently in production.
