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 www.rbk.com/whodunit? 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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