Reebok's Rondo campaign wins award

(File photo: Jim Davis/Globe staff)

Reebok, the Canton-based brand of athletic footwear and apparel, said its “You Got Rondo’d” campaign was cited for the "Best Use of Mobile" award at the Festival of Media 2009.

The “You Got Rondo’d” campaign, which starred Rajon Rondo of the Boston Celtics, launched during the National Basketball Association playoffs last year, Reebok said in a press release.

(The file photo above shows Rondo in recent action against the Bulls.)

The campaign included a “You Got Rondo’d” ringtone for consumers to download to their mobile phones, and "during a game, whenever Rondo made a great play, thousands of phones would be called and when people picked up the phone, they heard voices of ex-Celtics saying: 'Did you see that? He just got Rondo’d,'" Reebok said.

The campaign also had an "in-stadium presence on the Jumbotron," and three videos were posted to YouTube explaining what it meant to "be Rondo’d," said Reebok, which added, "More than 500,000 viewed the website to see what 'You Got Rondo’d' was all about, with more than 200,000 of those downloading the ringtone."

"The key objectives for the “You Got Rondo’d” campaign were to activate the Reebok brand during the playoffs, further cement Reebok’s authenticity within the basketball category, and drive sales of Reebok’s basketball merchandise," said Reebok, which is now owned by Adidas Group.
(By Chris Reidy, Globe staff)