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Reebok ‘You Got Rondo’d’ mobile campaign boosts following

Reebok ‘You Got Rondo’d’ mobile marketing campaign by Inside Mobile for the US NBA Basketball Playoff Finals creates mobile following

June 2008, Boston, USA ---- Inside Mobile (http://www.insidemob.com ) has launched a mobile marketing campaign for Reebok (http://www.reebok.com ) to coincide with the US NBA Basketball Playoff Finals.  The campaign entitled ‘You Got Rondo’d’ was deployed in just eight days and has already attracted a vast mobile following.  

The campaign stars one of Boston Celtics top players ‘Rajon Rondo’ and encourages users to download and engage with the motto “You got Rondo’d” through a WAP site and mobile ring tone.

Users that wish to go a step further can then receive a live call to trigger their mobile ring tone from a host of retired Boston Celtic NBA stars every time Rondo completes an infamous “Rondo” move during the games in the final.

The campaign is being promoted from the Reebok website, mobile media and at the actual playoff stadiums.

If a user answers the call they will be played a recorded clip of a well known ex-Boston Celtics player talking about the “Just got Rondo’d” move.  Users can also visit the customised “Rondo” WAP site (m.reebok.com/rondo) where they can download further content including videos and wallpapers.

In the first 72 hours of the campaign being launched (campaign was launched on 9 June 2008) Reebok has experienced over 24,300 downloads of Rondo assets from their mobile site (wallpaper, video and ringtones), including 10,039 Rondo ring tones and 2,900 respondents opting to receive the Rondo call back.

Dusan Hamlin, joint managing director at UK-based digital marketing mobile agency Inside Mobile explains, “In just eight days and with the support of key agencies such as Minick, Zugara and Isobar, Inside Mobile has managed to create a mobile marketing strategy and concept (You Got Rondo'd) that has caught the imagination of the client, the athlete's management, the Boston Celtics, the NBA and most importantly, the Reebok target market”.

Marcus Spurrell, head of global digital at Reebok adds, “Mobile is an increasingly important part of our marketing strategy and the innovative mechanics around the Rondo campaign have further validated our commitment to this channel.”

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----Notes to editors----

To visit the campaign visit m.reebok.com/rondo.  Images and creatives of the new Reebok You Got Rondo'd  campaign (includes registration pages) are available here http://www.elementalcomms.co.uk/media_centre/images/current/59/Reebok/ or upon request.

The media spokesperson for Reebok for this release is Richard Prenderville, head of global brand marketing.  Photographs are available of the Reebok team.

Click on Media Alerts to register to receive forthcoming news from Elemental and its clients.  This press release is available in PDF, plain text and Word formats.  Photographs are available of the Inside team in the Elemental media centre.

The media spokespeople for Inside Mobile are Dusan Hamlin and James Hilton, joint managing directors.

About Inside
http://www.insidemob.com

Inside is a digital mobile marketing agency specialising in advising and managing mobile marketing projects for international organisations.  Inside continually researches, develops and executes ideas that engage consumers.

Inside’s services include mobile strategy consultancy, mobile technology solutions, mobile CRM and mobile media planning & buying. Its clients include HSBC, Ladbrokes, Reebok and Renault.

About Reebok
http://www.reebok.com

Reebok International Ltd., headquartered in Canton, Massachusetts, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment.

A subsidiary of the adidas Group, the company operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. For more information, visit Reebok at http://www.reebok.com.

----Contact----

Elemental Communications

Tim Gibbon, Director
Mobile: +44 (0) 7930 375 663

Rachel Hawkes Account Director
Mobile: +44 (0) 776 665 1244

Email: mediacentre@elementalcomms.co.uk
Website: http://www.elementalcomms.co.uk

Telephone: +44 (0) 870 745 9292
Fax: +44 (0) 870 745 9293

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