In 2008, the Boston Celtics reached the NBA finals. Reebok had just eight days to create an engaging campaign, targeting Celtics and basketball fans around the world. The 'You Got Rondo’d' concept was based around key player Rajon Rondo. Basketball fans were encouraged to adopt the 'You Got Rondo'd' slogan and share it via their mobiles. Every time Rondo made a great game play, opted-in fans would hear the custom ring tone and on answering the call, receive unique motivational messages from celebrity basketball players. The viral mechanic behind the ringtone and call back service ensured global success for the campaign. The term 'You Got Rondo'd' became a popular catchphrase for basketball fans.
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