Reebok launch ‘I Am Classic’ on Facebook
Multi-territory, personalised music experience drives the evolution of Facebook apps
(Amsterdam, NL – November 21th, 2012) Ever wondered what it feels like to tour with Labrinth? How about rubbing shoulders with the stars? Reebok Classics is set to bring this to life through a new, personalised app, which brings users closer to five of the world’s most exciting music artists.Titled I Am Classic, the app enables users in the UK, Italy, Germany, Spain and France to take their own journey from bedroom DJ to main support slot for their local Reebok Classics’ brand ambassador. Artists Labrinth, Two Fingerz, Herr Sorge (formerly Samy Deluxe), Brian Cross and Orelsan feature in this geo-targeted campaign spanning five markets.“Reebok is excited to be leading the way brands work with their assets in the social media space across multiple territories,” says Reebok Classics’ Head of Marketing EMEA, Randy van Essen. “By using our brand ambassadors in a flexible, engaging way, combined with geo-targeting, local fans will get to engage with their biggest local artists through the I Am Classic app.”Using Facebook Connect, the app generates a bespoke video for each user with various elements of personalisation. Profile pictures appear on gig flyers, local music venues feature and each person will see their name in lights alongside their local market music asset.Conceived and created in-house by [PIAS] Media with specialist tech by Powster, the I Am Classic campaign will launch direct from the artists’ social media channels on November 21st, immediately reaching an audience of over 2.7m. From here, fans will be encouraged to share their experience, while Reebok’s social media teams will support the campaign over Facebook, Twitter and Google+.Reebok Classics brand ambassador Labrinth says: “My fans are totally my biggest priority and I think it’s amazing that they can come on their own music journey with me and even bring their friends! Everyone knows I love trying new things and this is such a nice new approach to working with Reebok.”Seth Jackson, MD of [PIAS] Media says: “It is fantastic to see Reebok use the power of music and social media so intuitively. This is a hugely ambitious multi-territory campaign, but with a forensic attention to detail. The result is something truly authentic and interactive, allowing audiences to get closer to the artists they love.”To try the app yourself, head to http://reebokiamclassic.com/links/To try your local market link, click the geo-targeted localised journey: https://reebokiamclassic.com/You can also take a look at the artist’s individual app pages using the following links:Labrinthhttp://bit.ly/labClassicBrian Crosshttp://bit.ly/briClassicTwo Fingerzhttp://bit.ly/twoClassicOrelsanhttp://bit.ly/orelClassicHerr Sorgehttp://bit.ly/herrClassic ContactsReebok:Joe.Goulcher@mcsaatchi.com / +44 207 544 3871 PIAS mediaAdam WebbAdam@namepr.com / 07947 062360 ENDS About Reebok:Reebok International Ltd., headquarted in Canton, MA, USA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment. An American-inspired global brand, Reebok is a pioneer in the sporting goods industry with a rich and storied heritage in running, training and fitness. A subsidiary of the adidas Group, Reebok operates under multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. For more information, visit www.reebok.com. About [PIAS] Media:[PIAS] Media work with global brands to create groundbreaking digital music campaigns. Formed in 2010, the agency has quickly forged a reputation for innovation - developing and delivering branded content, apps, events and integrated marketing strategy for clients such as Skype and O2. As part of the [PIAS] Entertainment Group, [PIAS] Media remains artist agnostic, and has worked with some of the world’s leading acts, including Alice Cooper, Gorillaz, Oasis, Katy Perry, 2ManyDJ’s, Imogen Heap and more. For more information, visit www.piasmedia.comPowsterAward winning Facebook Preferred Marketing Developer; POWSTER has vast experience in the field giving accurate and realistic results. Using their technology and codebase to create a truly realistic and ground-breaking customised video in a tight timeframe.