T-Mobile Targets NBA fans with Fast-Talking Mobile Video

Striving for the game-changing impact of a final minute Kevin Durant 3-pointer, T-Mobile is stepping up marketing efforts aimed at mobile sports watchers. 

In an awesome performance by a fast-talking rapper, T-Mobile just launched a campaign touting the new 4G Sidekick. The commercial depicts the merits of getting golf programming and NBA programming on the Sidekick, and is chock full of NBA name-dropping.

The campaign underscores the rise of sports programming as key to the success of new mobile devices. The new Android-powered T-Mobile Sidekick was released April 20 at a price point of $99 with a new 2-year service agreement.

In recent months, T-Mobile has also produced commercials feature Miami Heat superstar Dwayne Wade and NBA Hall of Famer Charles Barkley, among others.

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