NBA All Star Weekend provides such a wide variety of entertainment that it's hard to predict where the next gem might come from. Yes, Blake Griffin's 360 dunk, and his competition-winning over-the-Kia dunk were magical moments that made for one of the best Slam Dunk competitions I have seen in a long time.
However, as much fun as that was, the new T-Mobile ad featuring Charles Barkley and Dwyane Wade really struck me. The thing that got me was the way the ad embodied all of the principles of Web 2.0.
Barkley says something catchy on TV, which is seen by many people through different platforms, such as TV, Smartphone and Youtube. Two young, creative types remix the footage with some 'heavy beats', essentially making it into a dance track. This new creation is then 'sent' through to everyone through the T-Mobile network. The exposure it gets through this type of distribution makes the song an instant hit, much to the chagrin of Barkley.
Capture, remix, edit, distribute. Barkley's Song is just a generic example of any form of DIY media that becomes an instant viral hit. Sure, the presence of star power will ultimately help the cause, but the truth is that anyone can create and distribute. This is the power of the infrastructure and the people who participate in it.
Made to promote T-Mobile's superior network capabilities across all of their mobile devices, the ad highlights the importance of network connections and how these wires and satellites have become an essential part of the way members of society interact.
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