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June 2008, Boston, USA ---- Inside Mobile has launched a mobile marketing campaign for Reebok to coincide with the US NBA Basketball Playoff Finals.  The campaign entitled ‘You Got Rondo’d’ was deployed in just eight days and has already attracted a vast mobile following.  

The campaign stars one of Boston Celtics top players ‘Rajon Rondo’ and encourages users to download and engage with the motto “You got Rondo’d” through a WAP site and mobile ring tone.

Users that wish to go a step further can then receive a live call to trigger their mobile ring tone from a host of retired Boston Celtic NBA stars every time Rondo completes an infamous “Rondo” move during the games in the final.

The campaign is being promoted from the Reebok website, mobile media and at the actual playoff stadiums.

If a user answers the call they will be played a recorded clip of a well known ex-Boston Celtics player talking about the “Just got Rondo’d” move.  Users can also visit the customised “Rondo” WAP site (m.reebok.com/rondo) where they can download further content including videos and wallpapers.

In the first 72 hours of the campaign being launched (campaign was launched on 9 June 2008) Reebok has experienced over 24,300 downloads of Rondo assets from their mobile site (wallpaper, video and ringtones), including 10,039 Rondo ring tones and 2,900 respondents opting to receive the Rondo call back.

Dusan Hamlin, joint managing director at UK-based digital marketing mobile agency Inside Mobile explains, “In just eight days and with the support of key agencies such as Minick, Zugara and Isobar, Inside Mobile has managed to create a mobile marketing strategy and concept (You Got Rondo'd) that has caught the imagination of the client, the athlete's management, the Boston Celtics, the NBA and most importantly, the Reebok target market”.

Marcus Spurrell, head of global digital at Reebok adds, “Mobile is an increasingly important part of our marketing strategy and the innovative mechanics around the Rondo campaign have further validated our commitment to this channel.”