Reebok makes content play with new Crosby campaign
October 08, 2013 | Rebecca Harris | Comments
Reebok Canada is delivering helpful content to hockey players as part of a new integrated campaign to promote its Sidney Crosby line of footwear and apparel, SC87.
The company has developed a series of videos featuring the NHL All Star’s trainer, Andy O’Brien. In the videos, which are posted on YouTube, O’Brien explains the technical aspects and performance benefits of three key training exercises performed by Crosby in Reebok’s new TV commercial.
“We wanted to illustrate how Sidney trains because a lot of people want to know what does he do differently, what’s his philosophy, what makes him better,” said Michael Rossi, vice-president of Reebok Canada. Working with O’Brien, “we picked out specific activities that Sidney does in his pre-season workout and then explain the philosophy behind the movement, what it contributes to a hockey player’s balance, speed, and power, and how it makes them a better player on the ice.” The goal was also to illustrate how SC87 provide a better workout.
“From the get go, it was always the concept of trying to drive the message that Reebok was the go-to brand for hockey training,” said Benoit Allaire, VP and owner of Montreal-based Exacto Communications, which developed all aspects of the campaign, including TV, public relations, social media, digital and in-store marketing.
“Once we started to talk with Andy O’Brien… we realized we had a richer story,” he said. “Yes, we can connect the brand to Sidney, but we can also push this thing to the next level, which is give hockey players access to this great trainer and help them become better hockey players.”
As part of the campaign, select media were invited to workout with O’Brien in the Reebok Hockey Training Media Challenge during Princess Margaret Cancer Foundation’s Road Hockey to Conquer Cancer tournament, which took place in Toronto last month.
The comprehensive public relations program also includes a media tour with O’Brien and a behind-the-scenes film, which gives viewers a look as to how the new commercial was produced. The TV spot, which uses the global tagline Live With Fire, debuted during the NHL’s 2013 season opener on Oct. 1 and will air nationwide for four weeks.