Reebok officials said that "while the company sees
great potential online, the Web has a long way to go before
it can attract a younger demographic the way television
can," according to MEDIA CENTRAL. Last week, Reebok wrapped
its first Web ad effort, a campaign which offered entrants a
trip to play "horse" against Allen Iverson at the NBA All-
Star Game. Reebok Dir of Interactive Marketing Marvin Chow
said that the contest, on which Reebok teamed with Intel,
attracted "between" 15,000-20,000 participants. Although
Chow, who said that Reebok's site "gets about 2.1 million
visits per week," is "pleased" with what the Web can offer,
he said that the current online demos "aren't providing as
qualified an audience, at least for Reebok," and added that
creative online "is falling short compared to television."
Chow: "Our target market is so used to being bombarded by
visual images and audio that the Web falls short. The Web
needs to be more stimulating" (MEDIA CENTRAL, 1/9).
PUTTING ITS MONEY IN CDS: BRANDWEEK's Bernhard Warner
reports that Reebok is "hitting the streets with a 12-page
product insert and CD-ROM catalog touting" its '98
basketball and women's shoe, apparel and accessory lines.
Reebok co-developed "roughly" 700,000 CD-ROMs, at a reported
cost of $1 per disk, with Media Designs Interactive's Brand-
Games Division, N.Y. The CD-ROM inserts will break in March
issues of Slam and Conde Nast Sports for Women, and an
insert without CD-ROM will appear this week in Source, NBA
Inside Stuff, RapPages and Rap Sheet (BRANDWEEK, 1/12).
