Reebok Tattoos Foreheads in Marathon Ambush on adidas
Reebok showed the true moxie of ex-cmo Micky Pant (we miss ya, Mick!) when it invaded the Boston Marathon—long sponsored by Adidas—with an ambush effort that scored solid media hits and mucho impressions.
More than 300 college students sporting Reebok-branded tattoos on their foreheads were seeded into the crowd along the Marathon route. The students’ objective was simple: Talk up Reebok and slap tattoos on as many people as possible (trading free t-shirts for forehead real estate). Endorsed linebacker Terry Tate led the charge along the running route.
The effort worked, with Reebok forming a sea of red (via more than 2,500 consumers turned into walking billboards) along the route and creating its own “unofficial” sponsorship of the Marathon, much to the chagrin of Adidas. The campaign impacted 30,000 folks in Beantown, and generated three million media impressions.