T-Mobile using NBA All-Star game to tout its 4G network

LOS ANGELES: Wireless carrier T-Mobile has planned a number of PR efforts around this weekend's 2011 NBA All-Star game to promote the network's 4G capability and handheld devices.

LOS ANGELES: Wireless carrier T-Mobile has planned a number of PR efforts around this weekend's 2011 NBA All-Star game to promote the network's 4G capability and handheld devices.

Starting in earlier February the carrier began sponsoring meet and greet events at Los Angeles area retail locations with NBA stars, including current Los Angeles Laker Lamar Odom, and offering attendees a chance to win tickets to the game.

“It's an opportunity to promote our 4G connectivity,” said T-Mobile senior manager of sponsorships Meredith Starkey.

T-Mobile also partnered with NBA Cares and Los Angeles Unified School District to give 3,500 students tickets to the Rookie Challenge and Youth Jam game on Friday. At the game the students, who were chosen because they met academic standards, will wear magenta-colored T-mobile t-shirts, the official color of T-Mobile.

“These are kids that excel in the community,” said Starkey. “We take every opportunity to give back to the community.”

Before the showcase All-Star game on Sunday night at the Staples Center, players and celebrities will enter the building on a magenta carpet, not a red one.  Since sponsoring the All-Star game since 2005, it's the first year T-Mobile is rolling out a magenta-colored carpet.

Throughout the All-Star game weekend, T-Mobile is also holding events and showcasing its products and 4G capability at Jam Session held at the Los Angeles Convention Center.

At the event, T-Mobile is showcasing its network 4G capability to attendees and fans with video content, NBA statistics, and live social media updates from Twitter and Facebook that will be projected on a dome. The intent is to demonstrate the speed of its 4G network.

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