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'Skyhook Challenge' Mobile Game Raises Money For Blood Cancer Research

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‘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

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.