Reebok Challenges Fans to Solve Online Mystery

Posted on by Chief Marketer Staff

Reebok launched an interactive campaign called “Whodunit?” featuring National Basketball Association stars in support of its ATR by Rbk clothing line.

Consumers are asked to piece together clues to solve a crime that took place Above the Rim (ATR). TV spots break this week revealing a basketball player who has been overwhelmed by a crossover dribble. Detectives trace the “crime” to one of four NBA players, including Baron Davis, Steve Francis, Kenyon Martin and Jason Richardson.

The online component debuts July 9 at Fans log onto the site to become “Sports Crime Squad Investigators” and examine the crime scene, interrogate suspects and analyze clues. “Investigators” will receive e-mail and text message alerts on breaking news in the case.

Fans who solve the case will be entered into a sweepstakes giving away a trip to the 2004 NBA All-Star Weekend.

Participating NBA players will make in-store appearances to support the campaign and the ATR by Rbk line.

Arnell Group, New York City, handles TV while Zugara, Los Angeles, handles online.


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