Reebok announced that it will be releasing its “Crystal Coated” Club C sneakers via a new device Skill (voice feature) on virtual assistants Alexa and Google Home. Part of the brand’s “Sport The Unexpected” global campaign, the voice-enabled initiative will allow Alexa and Google Home owners to enter to win one of two editions of the limited-edition shoes.
Fans can start the Reebok Club C experience with a prompt such as, “Hey Google, open Reebok Sneaker Drop.” To enter the giveaway, they must return to their Alexa or Google Home on September 7 between 10 a.m. and 12 p.m. Eastern Time and say, “Hey Google, ask Reebok Sneaker Drop if I won.” Then, they need to reveal the password provided by the brand: “Get my Club C’s.” Reebok is awarding the sneakers, each pair uniquely numbered, to 50 winners.
The unconventional sneaker drop follows Reebok’s recent approach to a new generation of marketing. Earlier this year, the brand kicked off its “Sport The Unexpected,” a fully integrated campaign across digital, social and traditional platforms, with a peculiar and almost comedic television spot that takes place at the scene of a street ball game. Further conveying its commitment to defying conventions, Reebok partnered with Cardi B on a short film that featured a creative concept similar to the aforementioned and inspired the recent voice-enabled sneaker drop.
“Reebok has been its most successful when we’ve been bold and provocative–when we’ve had a strong perspective on culture and embraced being daring and different. If you look at the marketing coming from our industry over the years, it looks similar. With this campaign, we’re breaking convention and offering an alternative point of view on sport and life. We want consumers to know there is an alternative in the category. We want them to be proud to sport the unexpected,” Reebok’s global head of marketing and brand management, Melanie Boulden, said about the campaign.
