• Loading…

You Got Rondo'd!

Award: Graphite Pencil

Graphite Pencil / Mobile Marketing / Mobile Marketing / 2009

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.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again