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BrightLine Launches Reebok's First Video-On-Demand Advertising Campaign

NEW YORK, April 7 /PRNewswire/ -- Starting next week, TV viewers in Philadelphia will be heading to their on-demand menus, but not for movies. Instead, in the latest example of Reebok's fully integrated marketing campaign for "I Am What I Am," viewers will be looking for bonus footage from exclusive interviews with Philadelphia hometown hero, Allen Iverson, as well as hip-hop stars Jay-Z and 50 Cent. Rbk partnered with BrightLine Partners to create its video-on-demand (VOD) advertising that will launch April 11, 2005.

The campaign signals Rbk's first foray into VOD advertising, further exhibiting Rbk's market leading approach to reaching target audiences that increasingly expect and want a personalized, on demand television experience.

The campaign, designed and implemented by iTV ad agency BrightLine Partners establishes Rbk as the first in their category to begin embracing iTV advertising as an increasingly critical means of reaching target audiences. "This first step in interactive TV advertising with VOD enables Rbk to maximize consumer access to, and the overall impact of, Rbk's extensive library of content from celebrity endorsements," said Jacquie Corbelli, CEO of BrightLine Partners.

BrightLine Partners' singular focus is positioning clients to use interactive television advertising (interactive commercials, video-on-demand, digital video recorders, and other interactive television ad vehicles) to achieve greater visibility and consumer reach among the 30 million plus households with access to on-demand and other iTV advertising applications. It plays the unique role in the advertising industry of helping clients seamlessly integrate iTV advertising into television marketing efforts.

Reebok International Ltd. (NYSE:RBK) , headquartered in Canton, MA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment under the Reebok, Rockport, CCM, KOHO, JOFA and Greg Norman Brands and footwear under the Polo Ralph Lauren Brand. Sales for 2004 totaled approximately $3.8 billion.

Chris Redpath
BrightLine Partners
(212) 209-3990 x1038

Source: BrightLine Partners

CONTACT: Chris Redpath of BrightLine Partners, +1-212-209-3990 x1038,

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