Context

Reebok announces its partership with Thierry Henry and launches the RBK Foot collection.

Objective

To deploy the Reebok media campaign on the mobile.

Campaign

ScreenTonic created the RBK Foot mobile Internet site which offers the most innovative content in terms of personalisation, interaction with the brand and location-based services: the customer can identify himself on the home page, he can find the closest store, play the "Freestyle" game (Reebok publishes weekly the name and the video of the most impressive football technique sent by MMS), download screensavers and logos.

ScreenTonic set up a powerful media campaign on operators' portals during four weeks: animated banners which claimed "Thierry Henry joins Reebok" and textlinks connecting to the Reebok mobile Internet site.

A vast Direct Marketing operation on mobile: wap push SMS were sent to 46,000 sport fans, and another 50,000 young football fans received an SMS to encourage them to go and discover the new RBK Foot collection in stores.

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