Reebok wanted to create a backdrop of truly epic proportions for their range Cross Fit. Hopping on the 3D street art craze, they commissioned artists 3D Joe and Max to break the Guinness World Record for the largest ever 3D street art piece. Read more…
Reebok has launched a micro-site to promote its 50 Cent’s new GxT II line. Zugara did the job, also creating a stickball advergame. The site also presents the TV spot and a “behind the scenes” special, the RBK ringtones will be added soon. Usually I don’t enjoy sites which heavily use photographs, but in this case I very much like the animation effects when you move from one section to another.
Zugara has created a new site for Reebok. RBK Streets is a cool site where users can hang around, interact with the environment to discover Reebok’s shoes and an impressive range of goodies. The site works for branding, since it ties in sport, lifestyle and music under the RBK banner. It also presents a promotion featuring 50 Cent and a contest where you can create your own mix, upload it, and 50 Cent will judge it. Furthermore, there is a loyalty-type program for RBK. As the user plays the games and interacts with the site, he/she earns ‘street cred’. There is a contest each month where the person with the highest street cred amount wins. Additional cred is earned the more a person plays either the DJ game in the 40/40 Club (S. Carter area) or in the Alley-Opp game at the Above the Rim Court.
Zugara and Beyond Interactive have developed Reebok’s latest campaign: “The Only Brand in Every NFL Locker”. The site features original theme music created by Zugara as well as video of NFL athletes giving Pro-Tips to consumers.
On iMediaConnection the campaign featured this week is Reebok: all eyes on us. The sport brand developed a micro site to engage basketball fans (and prospects) in an interactive and entertaining experience. As Tony Quin, President at IQTV said, the initiative is good but not great. They decide to take an innovative approach to navigation and content. There’s a lot of esploration and discovery, probably to much for the average users. But for teenagers it might be the correct choice…
iMediaconnection features this week an interview with Micky Pant, Reebok’s vice president of global marketing and recently named “Interactive Marketer of the Year” by Ad Week. Mr Pant takes us in the backstage of Reebok’s latest campaigns like Terry Tate and WhoDunIt telling us how they came up with creative ideas. In particular, it’s interesting to read Pant’s opinion about funny commercials, whose branding effectiveness is often under process. After watching the Terry Tate spot during the Super Bowl, 60 percent thought the advertiser was Reebok and 30 percent thought it was McDonalds… But the most interesting part of the interview is the one in which Pant tells about how Reebok determines its media mix:“We use TV not to communicate a message but to direct traffic to the Web site and create promotions online. That creates a multiplier effect beyond reckoning.
Marketers, keep note of this!
Since one year and half Reebok has started a branding strategy to target young people between 15 and 25 years old. They have presented a new collection, the RBK, which reminds the streetware fashion and has clear references to sports, hip-hop and technology, topics that attract the attention of young prospects. On Le Journal du Net there’s an excellent article (in French) by Rapha�le Karayan in which the branding campaign is described and commented, with a lot of interesting numbers and details.
Reebok has started the Whodunit? campaign in Europe. What’s important to notice is that they’re running it exclusively online. As explained on Brand Republic Flash video ads will play a key role in the campaign, with the goal of raising Reebok’s brand awareness and drive response. The banner are currently performing on Yahoo! and Msn networks. Here’s a screenshot of a floating ad I’ve found today on Yahoo! inside the “Sport” section. Read more on the Whodunit? campaign in the US.
On iMediaConnection Dawn Anfuso presents an interview with Marc Fireman, Director of Interactive Marketing at Reebok. They talk about Reebok’s online campaigns, in particular of Whodunit? and Terry Tate. Fireman also gives his opinion about rich media, online communication and the lessons Reebok has learned from its online efforts. Very interesting.
Reebok is launching “Reebok’s Whodunit?” a new multimedia campaign that will be featured on the Internet as well as on tv. As explained yesterday on IAR four NBA players will star in a crime mistery while users will partecipate to the investigation with the chance to win tickets for the All Star Game 2004. As Mickey Pant, Reebok’s chief marketing officer, said:“The ‘Whodunit’ campaign is a great way for Reebok to directly involve and engage consumers in our brand, as well as drive traffic to retailers and our Web site”.
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