EA Sports Creates a Story to Sell NBA Live '09

Is your organization looking to create a story around a brand in an effort to drive sales at retail? Are you looking for unique ways to leverage professional athletes?

EA Sports collaborated with Carmelo Anthony to create a storyline behind its NBA Live '09 product. The two (2) parties agreed to create a viral piece where Carmelo Anthony would need to cut his hair if he lost in a head-to-head matchup against an opponent in NBA Live '09. As a result of this strategy, gamers across the nation will say, "Did you know Carmelo cut his hair because he lost a bet playing NBA Live '09?"

What a great viral play (a special thanks to David Yu of the University of Oregon Warsaw Sports Marketing Program for sending it along). Check it out below: