Not Sold on Lewis Hamilton’s Secret Life
Posted: 3/11/2010 4:06:04 PM by
Jon Kander | with 0 comments
Formula 1 driver, Lewis Hamilton, and Reebok unveiled an alternate reality game (ARG) yesterday called Lewis Hamilton: Secret Life. Hamilton is the central character in this game, which allows its users to experience a facet of Hamilton’s “life” beyond being a Formula 1 driver. The overall goal of the game is to help Lewis train and prepare to recover priceless artworks, sculptures and manuscripts from thieves. Apparently (or as Reebok would like you to believe), Hamilton is a big “The Thomas Crown Affair” fan and bypassing museum security/stealing priceless artifacts is his secret passion.
All joking aside, I applaud Reebok for its willingness to think outside of the box to activate its partnership with Lewis Hamilton. This unique platform gives Reebok a chance to engage with a wide-ranging audience from Lewis Hamilton and Formula 1 fans to gamers. In addition, this platform allows Reebok to target the youth audience, which overlaps with the fan base for alternate reality games. In addition, this platform gives Lewis Hamilton crossover appeal beyond just Formula 1 followers. If the ARG is successful, it should make Hamilton even more appealing from a marketing perspective.
I also like that a primary component of the ARG showcases the importance of training and physical fitness both for Lewis’ day job as well as his “secret life.” One of the members of Lewis’ espionage team is his trainer, who will post training videos on the website, which allows users/website visitors to do the same workouts as Lewis Hamilton. If this was the only way Reebok incorporated its own brand and initiatives into the gaming experience, I would praise the company for how it added a unique aspect of the game without making the website appear like a Reebok promotion.
However, I am concerned that the website appears too commercial. Prominently featured on every page within the Secret Life website is a link to Reebok’s homepage. In 2008, McDonald’s ran an ARG (“The Lost Ring”) as part of its Beijing Olympics promotion. According to Johan Jervoe, McDonald’s VP Global Marketing, who spoke at last year’s IEG Conference, McDonald’s made a conscious decision to have no corporate branding anywhere in the game. McDonald’s was concerned that if the ARG was clearly corporate or commercial, gamers would not have wanted to engage. To a casual or serious gamer, this ARG might not appear to be as credible or authentic as McDonald’s “The Lost Ring.”
It remains to be seen how people will take to the new alternate reality game. Lewis Hamilton has a strong Formula 1 following, but his crossover appeal beyond F1 will be crucial. I appreciate Reebok’s willingness to take a risk and utilize Hamilton in a non-F1 themed platform, and if Reebok was not so prominently displayed throughout the website, I would like the incorporation of a physical fitness component to the overall experience. Time will tell if I am wrong about my concern over Reebok’s prominent branding by whether or not gamers are turned off from engaging with Lewis Hamilton’s Secret Life.
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Filed under: branded content, motorsports, new media, non-traditional categories, social media, sports, activation