Mar 3, 2010

Reebok | Lewis Hamilton: Secret Lewis | Global

Formula One racer Lewis Hamilton is the star of an up-coming alternate reality game for Reebok called Secret Life.

Reebok | Lewis Hamilton: Secret Lewis | Global
Reebok has launched the campaign with a minute-long teaser video circulated online. The thriller begins with Hamilton nervously stepping out of the subway. He appears to be stealing something important.

People can sign up to get their hands on the full story of what Hamilton is up to on the day at the website, counting down to the reveal on 10 March. Reebok is working with former creative director for the Tomb Raider Lara Croft games, Patrick O’Luanaigh. O’Luanaigh is now the CEO of nDreams.

The game consists of five core missions, which will run till October this year. Players will work with puzzles and solve problems through the site, on mobiles and dedicated live events across the globe. The site is also offered in nine languages.

"Secret Life is our way of inviting fans to see a different side to Lewis and get involved in his training in a fun and unique way. I hope fans have as much fun participating in the game, as we did in creating it,” said Uli Becker, the global president at Reebok.

The campaign can be shared via Facebook and Twitter. The campaign on Twitter – SecretLewis – shows Hamilton's day-to-day life.

Hamilton has been the brand ambassador for Reebok since 2008. Reebok signed the star to expose the athletic spirit of the individual, instead of the racer behind the wheel.

Teaser video:

adidas Reebok secret lewis online campaign


Project Lewis Hamilton: Secret Life
Client Reebok
Creative agency nDreams
CEO & creative director Patrick O'Luanaigh
Media agency M&C Saatchi
Exposure Online

Campaign Asia

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