Case Study

Case Study: Reebok

The challenge

Reebok have a heritage in sports and sponsor numerous US basketball athletes including Rayjon Rondo a key Boston Celtics player. Reebok wanted to show their support for the team throughout the 2008 Playoffs against the LA Lakers.

Inside Mobile had only 8 days (due to teams not knowing who qualifies till the last game) to devise a viral mobile solution to engage both Reebok and Boston Celtic fans.

The solution

Inside Mobile launched a highly innovative mobile campaign which was marketed at the actual stadiums (SMS callout on jumbotron and literature) and via mobile media.

An interactive WAP site was created which offered users the opportunity to download a 'You've been Rondo'd' ringtone, a variety of wallpapers, view the Reebok catalogue, game stats., watch specially produced viral videos and request a call from sporting legends.

After a great RONDO play, hundreds of phones in the arena and thousands across the USA, would all ring at the same time with the “You’ve been Rondo’d” ringtone and pre-recorded messages were played from some of the USA's finest sporting legends.

Results

Results are confidential but we are approved to report that in just the first 72 hours of the campaign, almost 25,000 pieces of mobile content were downloaded from the mobile site, including over 10,000 ringtones. And almost 3,000 fans signed up to get the automated phone calls during the games.

Reebok were thrilled with the results, the global coverage the mobile element achieved and the Boston Celtics winning the Play offs!

What’s next?

Inside Mobile are the lead mobile agency for Reebok and are working on numerous ground breaking initiatives in over a dozen markets.