‘Skyhook Challenge’ Mobile Game Raises Money For Blood Cancer Research

To raise awareness about Ph+ chronic myeloid leukemia (CML), the blood cancer that National Basketball Hall of Famer   Kareem Abdul-Jabbar was diagnosed with in 2008, TMA created the Skyhook Challenge for client   Novartis in partnership with the Leukemia & Lymphoma Society (LLS).

The Skyhook Challenge featured an unbrand ed mobile and  on-line trivia game along with experiential, digital and  charity components. The live kick-off event took place during the April 9 Los Angeles Lakers game at the Staples Center, where spokesperson Abdul-Jabbar took center court for the first shot in the “CML Skyhook Challenge,” starting the countdown clock to raise $38,387, matching his NBA-leading life-time record of 38,387 points in 1,560 games.

By texting “KAJ” to 72645 participants received a series of questions about CML, Abdul-Jabbar’s career and  LLS. Each correct answer was worth one point, and  once the Challenge registered 38,387 points, Novartis donated $38,387 to LLS to support blood cancer research and  patient services. LLS is encouraging supporters to keep the fundraising going by donating online at   www.lls.org/skyhookchallenge.

The results were astounding as Kareem’s record of 38,387 points was broken in only 421 minutes. The trivia game had a total of 11,422 visitors and  125,589 page views.

Spread the love

Leave a Comment