SBD/Issue 124/Sponsorships, Advertising & Marketing

Agent 002: Lewis Hamilton, Reebok Unveil Alternate Reality Game

Watch This "Lewis Hamilton: Secret Life" Spot
F1 driver Lewis Hamilton and Reebok have unveiled an alternate reality game (ARG) titled "Lewis Hamilton: Secret Life." In the game, players will be able to help Hamilton train and prepare to recover artworks, sculptures and manuscripts from thieves. The game centers on five core missions and will run until October. Players will work together to solve puzzles and complete tests online. The game will feature online heist simulator games, a network of fictional Web sites, mobile games, Twitter feeds and video footage of Hamilton carrying out his heists. Players will be able to attend live events in different cities involving game characters and make their own creative contributions as the story unfolds. The game was developed over the past year by Reebok and ARG specialists nDreams (Reebok). REUTERS' Alan Baldwin noted the game has an "evolving storyline" as Hamilton "playing a secret agent, with Bond-like running and jumping stunts" (REUTERS, 3/10).

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