In the first two months of adidas’ “Basketball is a Brotherhood” ad campaign, which gives mobile phone users a short code to dial to receive messages from NBAers, 65,000 fans have dialed the code and over 25,000 have left messages for Celtics F Kevin Garnett. An exec for Boston-based Isobar, which helped set up the campaign, said that there are “plans for a national conference call to allow kids who left messages for Garnett to telephone in”.http://bostonherald.com/business/media/view.bg?articleid=1067551
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