Reebok Asks ‘Whodunit?’

NEW YORK Reebok has launched an interactive effort that encourages consumers to piece together clues to unravel a crime that took place “Above the Rim.”

The “Whodunit?” campaign, which supports the latest basketball footwear in Reebok’s edgy, street-inspired ATR collection by RbK, features a suspect lineup of four NBA stars: Baron Davis of the New Orleans Hornets, Steve Francis of the Houston Rockets, Kenyon Martin of the New Jersey Nets and Jason Richardson of the Golden State Warriors.

The Web portion, developed by Zugara in Los Angeles, helps participants determine which one of the players is guilty of overwhelming an opponent with a crossover dribble. To solve the crime, participants can examine the crime scene, interrogate the suspects and analyze clues. The “investigators” also will receive e-mail alerts and text messages to signal breaking news in the search.

Zugara landed the interactive assignment in mid-May; Omnicom Group’s Organic in New York continues to work on

TV and print ads from Omnicom’s Arnell Group in New York direct people to the Web site ( One spot, which broke earlier this summer, shows two detectives investigating the basketball court “crime scene.” Online ads from Grey Global Group’s Beyond Interactive in Ann Arbor, Mich., are running on Yahoo,,, and

The campaign will culminate on Aug. 11 when a spot, which will appear on the Web site, will reveal the criminal. Participants who correctly guess the suspect will be eligible to win a grand prize of an ATR wardrobe, including shoes, shorts, top and head gear, and a trip for two to the next ATR commercial shoot.

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