The NBA 06 campaign made people aware that this game is not your typical simulator. Although a traditional sim is one component of the game, an innovative feature dubbed "The Life” set this game apart from all others in the category. To illustrate this feature, we decided on telling documentary style stories on guys who were "Drafted" into the NBA but never made it past their rookie season. We used online to further dimensionalise the 3 characters through viral send to a friend components, audio and video content to let you learn more about them, and information about the game itself.

The campaign was launched first through Print, Television, and then Banner ads. All forms of communication drove traffic to our website www.dontbethenext.com where our target could spread the word themselves. Soon the link was being sent around the world showing up everywhere on the net.