Reebok chose a digital push combined with an online competition to promote its new A6 basketball training shoe< /p> Campaign: Reebok Answer 6 Client: Reebok Agency: Mediaedge:cia Digital Background: Reebok appointed Mediaedge:cia to handle European media planning and buying in the second half of 2002. The A6 campaign is Mediaedge: cia Digital's first digital push for the company.

Campaign aim: The digital push was designed to reinforce the TV ad for the A6 basketball trainer across five major European markets. It used data capture to start a permission-based dialogue with consumers who had opted-in to the Answer 6 Club. It aimed to raise awareness of A6 among the core target audience of 15 to 24-year-old males. The creative message focused on developing a credible association between Reebok and the street culture of basketball and hip-hop. Stefan Bardega, head of strategy at Mediaedge:cia Digital, says: "The campaign aims to reinforce the impact of the TV ad in a new environment. It also gives users the chance to opt-in for information. "The TV ad, created by The Arnell Group, ran on MTV in Europe from December 2002 to March 2003.

Creative executions: A mix of online, email and SMS activity, with marketing agency Flytxt providing its mobile element. Consumers could watch the Reebok TV ad online, streamed to sites by First Media. It featured rap artist Jaddakiss and US basketball player Iverson. A frame around the streamed ad let users input their name, email and mobile details to join the Answer 6 Club and be entered into a prize draw to win a pair of A6 trainers. The club then offered interactive text-based competitions with prizes including branded basketballs, signed merchandise and ringtones.

Media placement: The streamed TV ad ran across sites such as MP3.com Europe, Yahoo! Music and youth text-messaging web site uboot.com. The tie-in with MP3.com Europe saw Reebok take over the home pages of the music network's UK, French, German, Italian, Spanish and Netherlands web sites for a day. There was other marketing integration in MP3.com's news-letter to three million users. A Jaddakiss artist page was created to run on the five sites. MP3.com Europe also teamed with Universal Music to create a Reebok-sponsored email featuring audio clips of hip-hop artist JayZ. This was sent to 350,000 hip-hop and rap music lovers.

Results: Dynamic Logic examined message association and purchase intent among 18 to 34-year-old males. According to the marketing research firm, which analyses marketing effectiveness, message association between Reebok and basketball rose by 192 per cent. Purchase intent due to online activity rose by a quarter and favourability of the Reebok brand went up by 12 per cent. The campaign included some 17 million page impressions in Europe, with 4.4 million in the UK. More than 3.5 million streams of the TV ad were served. More than 50,000 people signed up to join the Answer 6 Club, including almost 12,000 in the UK. Thousands of joiners also forwarded the Reebok creative. Jo Harlow, vice-president of global marketing at Reebok, says: "Mediaedge:cia Digital has demonstrated that the web and mobile can help strengthen our relationship with key consumers and drive our business forward."
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