Reebok Lewis Hamilton Alternate Reality Game

Client: Reebok

Entertainment / Sport

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

reebok-lewis-hamilton-video-image

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