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LOS ANGELES Independent 72andSunny has created a pro-basketball fantasy league as part of an integrated campaign for the release of Take Two’s NBA 2K9 next month, according to Glenn Cole, co-creative director with Bryan Rowles on the work.
Convinced that “the best asset is the product itself, that it is the most lifelike NBA simulation,” Cole’s team conceived a “fantasy extension” that would drive sales of the game itself as well as cross-promote the title and brand.
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