:: adgruntie :: Rbk goes on-demand with ads

+Reebok (aka Rbk) gets into on-demand advertising starting next week in Philidelphia.From the press release:

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.

Viewers will get to choose from a variety of 30 second interview excerpts from the celebs Rbk uses in the "I am what i am" campaign.