Reebok International Ltd. will launch a three-month, video-on-demand advertising campaign on Comcast Corp.'s Philadelphia VOD service April 11.
The "I Am What I Am" campaign features 30-second spots that will run as bumpers before and after certain selected VOD programs, including sports and National Basketball Association-related content.
The 30-second spots feature a call to action to visit the Comcast Spotlight section, where added bonus materials, about one minute in length, are available. Those spots feature Philadelphia 76ers star Allen Iverson and hip-hop stars Jay-Z and 50 Cent.
BrightLine Partners LLC designed and implemented the campaign.
"VOD enables us to extend consumer exposure and engagement with essential qualities of our brand far beyond what traditional television would allow," Reebok director of interactive marketing Marc Fireman said in a prepared statement.