• by Danielle Oster , December 11, 2024

Dek:The brand promoted its new “NBA Dreams” sweepstakes offering to make select fan “NBA Dreams” a reality with a promotional video starring Oklahoma City Thunder All Star Shai Gilgeous-Alexander

Last year, AT&T ran a promotional sweepstakes in partnership with the NBA, offering fans the chance to win one of a number of “dream” experiences like courtside seats to the NBA Finals, or a shopping spree with an NBA or WNBA star. This year, for its “NBA Dreams” sweepstakes, the brand is leaving the dreaming up to the fan.

The new sweepstakes for the 2024-2025 season calls on fans to share their own “NBA Dreams” for a chance to make them a reality. It calls on audiences to “submit a video sharing their dream NBA experience and how AT&T can connect them and their crew to the NBA” to make it happen.

While AT&T lists “VIP tickets” to the NBA’s All-Star Weekend,  or “trying out for your favorite team,” as some potential ways of connecting fans to “once-in-a-lifetime experiences” in a post announcing the sweepstakes, it claims the “possibilities are endless."

The campaign launched with a campaign video starring Oklahoma City Thunder All Star Shai Gilgeous-Alexander, which is running as a paid social promotion on channels including Facebook.

“The NBA has some of the most passionate fans, and it is their enthusiasm that inspires us and the programs we create,” Sabina Ahmed, assistant vice president of sponsorships and experiential at AT&T, said in a statement.

In addition to leaning into the brand’s longtime NBA partnership, the approach this year allows the brand to potentially deploy user-submitted content to which participants surrender IP and usage rights.