Play It Like Cardi B
View the case- Brand
- Reebok
- Year
- 2020
- Objective
- Engagement
- Industry
- Fashion & Beauty
- Mechanic
- Music & Rhythm
- Platform
- Web
- Agency
- Flaq Digital
Objective
Reebok tapped Cardi B for its first sneaker collaboration and needed to turn hype among her young fanbase into actual store visits, so the campaign leaned on humor and self-aware fandom rather than a straight ad push.
Solution
You open the game on your phone and see Cardi B on screen with one instruction: make her twerk as fast as you can in 15 seconds. You tap rapidly with your thumbs to drive up the pace, and the faster you go, the further you climb through three escalating levels, each one cranking up the animation and visual chaos around her. Clear all three and you're in the running for exclusive Cardi B-style experiences, unlocked by buying a pair from the Reebok x Cardi B collection.
- 1
The game opens on a mobile promo page themed around Reebok's collaboration with Cardi B, with an invitation to play displayed alongside her image.
- 2
The rules are stated upfront: the player has 15 seconds to make Cardi B twerk using rapid thumb taps on the screen.
- 3
The core loop is a tap-timer: the player mashes the screen with both thumbs as fast as possible to drive the dance animation forward.
- 4
Progress is marked by three tiers; reaching a faster tap speed pushes the player through each threshold before time runs out.
- 5
Each tier escalates the on-screen animation and visual effects, giving the player an increasingly intense payoff for tapping faster.
- 6
Clearing all three tiers earns the player entry into a sweepstakes for exclusive Cardi B-style experiences.
- 7
The sweepstakes prize is tied to purchase: only buyers of the Reebok x Cardi B shoe collaboration can win, making the game a drive-to-store tool for the product drop.
