Sport / Entertainment

Reebok Lewis Hamilton Alternate Reality Game


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.


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.


775 million broadcast coverage reach

245,000 Customers engaged

300 Media hits in over 30 countries

Lewis Hamilton Alternate Reality Game