Our Work
Reebok Talkin’ Krazy
Background
For decades, Reebok has been one of the most successful producers of athletic footwear in the world. In the spring of 2008, Reebok tasked Buddy Media with creating a Facebook application that would leverage the unique attributes of a new basketball sneaker that would be available exclusively from Champs Sports retail establishments. The ATR Talkin’ Krazy is made of high-tech material that lets athletes write erasable ‘smack talk’ directly on their sneakers. The ability to personalize shoes with unique messaging melded perfectly with the social functionality of the Facebook social network. Buddy Media promised an engaging app-vertisement designed to deliver social brand advocates who would evangelize the brand through frequent activity on the Reebok Talkin’ Krazy application.
Objectives
- Work with the Reebok brand to develop an application that successfully integrates the social functionality of Facebook with the unique selling points of the ATR Talkin’ Krazy shoe
- Build an engaging Facebook social app-vertisement to support the release of the Reebok ATR Talkin’ Krazy basketball sneaker at Champs Sports retail stores
- Deliver a loyal audience of social brand advocates by driving demographically targeted (US 13-17) unique visitors to the Reebok Talkin’ Krazy Facebook application
Solution
Buddy Media created an application for the Facebook social network that perfectly conveyed the unique features of the ATR Talkin’ Krazy sneaker to a targeted audience of American teens. The application gave users the chance to write personalized ‘smack talk’ on a virtual Reebok ATR sneaker. The graphic and messaging could subsequently be sent to any friend on the Facebook social network. Additional functionality included the ability to upload and send Video Smack and the option to choose from several “pre-smacked” virtual sneakers covered with hilarious graffiti messaging. Frequent visitors to the application had a chance to become the King of Smack Talk on the Reebok Leaderboard, which tracked the total amount of smacks sent to friends.
The application drove brand loyalty by encouraging users to become brand advocates by spreading the utility to their friends through frequent smack talk and video sharing. In addition to the development of the app-vertisement, Buddy Media spread the brand’s message across the social graph through a highly targeted Facebook marketing campaign that pinpointed American teen boys between the ages of 13-17. Thousands of consumers used the Reebok application as a conduit to the Champs Sports website, where they subsequently purchased the ATR Talkin’ Krazy basketball sneakers.
