Did it work?

Measuring the contest's success depends on the yardstick. Going by submissions alone, 1,200 is a modest number, and a quarter of those were ineligible. In 2004, Converse attracted 1,500 submissions. Doritos got more than 1,000 for its six-week "Crash the Super Bowl" contest. And MasterCard earned more than 100,000 entries in about three months.

But the numbers are not the whole story. Not only did Publicis in the West breathe six extra months into its Super Bowl spot, the shop introduced a new method of controlling user-generated submissions. Consumers may not have had the chance to use their own video or copy, but the supplied pieces offered more than 1 billion possible combinations. And possibly because the time investment was minimal, the contest presented itself less as a forum for self-expression and more as a diversion, perhaps one of greater interest to tech-savvy NBA and T-Mobile fans.

All told, the client was happy with the campaign -- a cost-effective, innovative twist on a well-explored formula. Submissions were tendered, awareness was boosted and the videos continue to register views on the T-Mobile site, where visitors continue to play with the Remixer and submit videos. They may also post them to Facebook and other social networking platforms.

As for Sir Charles and D-Wade, their show will go on. Though he is unsure of how the story will develop, Fietsam says the b-ballers will hit the (story)boards next season.