Sport / Entertainment

Reebok Lewis Hamilton Alternate Reality Game

Simple

We created the first Alternate Reality Game to feature a global sports star providing Reebok with a platform to showcase their core brand values and new products in a pioneering and engaging way.

Creative

Based around five main episodes, Lewis Hamilton: Secret Life provided a platform for fans to engage with the game (and Lewis) directly as well as creating a constant supply of new content and stories for media.

The game encouraged fans to engage in puzzles and challenges online and incorporated high impact live events, featuring Lewis, providing real-time iterations of the game culminating in climactic ‘heist’ moments.

Impact

775 million broadcast coverage reach

245,000 Customers engaged

300 Media hits in over 30 countries

Lewis Hamilton Alternate Reality Game