reebok's caper

06/23/2003 03:47:00 PM
Nike may have won Lebron James, but Reebok is breaking through the shoe marketing noise once again with another truly interactive campaign. Following the enormous success of their Terry Tate campaign, Reebok is launching an online crime-caper campaign called "Reebok's Whodunit??

The crime: a killer crossover dribble has overwhelmed an unwitting victim on an urban playground. One of four Reebok sponsored NBA stars did it and it's up to the fans to figure which one. TV spots will generate initial interest and fans will be directed online to investigate further and to sign up for email and text message clues. All the while, the fans will encounter and interact with the newly repositioned "Rbk" brand that emphasizes street-credibility first and foremost.

RBK whodunit? site
Reebok Press Release
Internet News Article
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