News
Reebok slam dunks Rondo mobile campaign
Stuart O'Brien Jul 14 2008, 5:42pm
Rajon Rondo-led US marketing push nets 170,000 WAP page views in 17 days.
Sportswear giant Reebok has revealed results from a multi-platform marketing campaign it ran throughout June as part of its sponsorship of Boston Celtics star Rajon Rondo.
Timed to coincide with the NBA Finals, the You Got Rondo'd campaign (developed by Inside Mobile and its technical partner Minick) encouraged Celtics fans to visit the m.reebok.com/rondo WAP site, from where they could download a promotional ringtone, wallpaper and video clips.
The WAP site attracted more than 72,000 visitors and 168,000 page views between June 2nd-18th. It also generated 24,000 downloads (10,500 ringtones, 6,200 wallpapers, 7,300 video views) and over 2,600 respondents opted-in to receive a pre-recorded Rondo 'call back'.
The video content (five clips in total) was shot by Reebok in-house and also offered via a dedicated Reebok channel on YouTube.
Richard Prenderville, head of global brand marketing at Reebok, said: “The You just got Rondo’d campaign was a very successful initiative for Reebok, and serves to demonstrate that an integrated campaign is an extremely effective way of resonating with your target market.”
The Boston Celtics won the 2008 NBA Finals, beating the Lakers four games to two.
