RBK Whodunit?
Read the story- Brand
- Above The Rim
- Year
- 2003
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- Zugara
Objective
Reebok's RbK line—an edgy, street-inspired basketball footwear brand—created an interactive mystery game to engage basketball fans through playful detective-themed entertainment. The campaign aimed to strengthen the brand's connection with its target audience by positioning RbK as a culturally relevant brand that understands basketball fandom and offers more than just product.
Solution
Reebok launched an interactive web-based mystery game titled 'Whodunit?' where players assumed the role of Sports Crime Squad Investigators solving a fictional basketball crime: determining which NBA player was guilty of 'overwhelming an opponent with a crossover dribble.' The game featured four suspect NBA players—Baron Davis, Steve Francis, Kenyon Martin, and Jason Richardson—whom players interrogated and investigated by examining crime scenes and analyzing clues on the website. Winners were entered into a sweepstakes for a 2004 NBA All-Star Weekend trip. The campaign was developed by Omnicom's Arnell Group (creative strategy and design) and Zugara (interactive development), launching July 9, 2003 at rbk.com/whodunit.
