Reebok had its first foray into video-on-demand interactive advertising this week, offering TV viewers in Philadelphia bonus footage from interviews with basketball legend Allen Iverson and hip-hop stars Jay-Z and 50 Cent, who appear in its new campaign.
To further extend the brand’s “I Am What I Am” marketing campaign, which debuted in February, viewers in the Philadelphia market can obtain exclusive footage of the pop and sports stars via the VOD offering.
Rbk, a Reebok brand, formed a partnership with BrightLine Partners of New York to create and implement the campaign. The campaign is designed to reach a target audience and give consumers a personalized on-demand TV experience.
Rbk’s 30-second spots, which feature excerpts from candid interviews including Iverson, prompt viewers to visit Rbk-branded entertainment in the on-demand menu. There, consumers can watch Iverson play pool while the basketball star talks about being a father and life on the court or hear Jay-Z talk about his first entrance in to rap and people who influenced his life. Viewers can also see bonus footage of a 50 Cent mini-music video that takes an inside look at the artist’s neighborhood.
“It allows us to extend the brand beyond the 30-second spot,” said Rob Aksman, director of creative development for BrightLine Partners. “It allows us to generate voluntary opt-in to advertising, a growing trend in the on demand showcase.”
The VOD footage, which runs about one minute in length, will be available for viewing 24 hours a day for three months.
Reebok’s “I Am What I Am” campaign, (PROMO Xtra Feb. 15), encourages young people to embrace their own individuality by celebrating music icons, athletes and Hollywood stars.
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