First up, AT&T, ,which yesterday launched Mash-Up Madness, a program inviting fans to create college basketball videos of their favorite participating teams and enter a contest to win prizes.
The concept is similar to the one used by Unilever to get women to create ads for Dove, one of which debuted during Sunday's Academy Awards. At the Web site, fans can create a customized video using team footage, school fight songs, graphics and photos through March.
Winning mash-ups will be determined in two rounds of online voting. The grand prize is a laptop and $500 in school-specific merchandise. Finalists will each get a Samsung BlackJack phone.
AT&T also will provide on-site product demonstrations, co-branded merchandise and e-photo opportunities in arena concourses and during the Phillips 66 Big 12 Basketball Tournament, March 8-11, in Oklahoma City.
Meanwhile, YouTube and the NBA yesterday announced the launch of "Post Up the NBA" on the new NBA Channel on YouTube, where anyone can upload video clips of their best basketball moves and access original NBA content through the remainder of the 2006-07 season.
The top-rated videos will be compiled into a weekly highlight reel, "NBA Top 10 on YouTube," and featured on NBA Channel.
The NBA will join the growing number of content partners taking advantage of YouTube's "Claim Your Content" program. This features a content identification and reporting system for user-uploaded videos, allowing the league to identify its copyrighted content. The NBA will have the option to remove content from YouTube or share in the advertising revenue generated, if any.
Google and the NBA are also conducting a test to syndicate NBA video content across Google's AdSense network.