Lewis Hamilton, a British Formula One racing driver, became the key character of the innovative alternate reality game (ARG) for Reebok. The project drags fans into an engaging activity, where they help Lewis train and prepare to recover artworks, sculptures and manuscripts from thieves, who want to grab them.
The alternative reality project, hosted at www.secretlewis.com, was launched on March 10 and will run until October. It is full of riddles and puzzles, tests and quizzes, which the fans are supposed to complete together. They have an access to video and mobile games, simulators and an online community, where they can discuss the achievements. The project was developed by the former creative director of the Lara Croft games, and that’s why they as ground-breaking as the famous game franchise. This campaign has been developed for about a year.
«Creating Lewis Hamilton: Secret Life with Reebok has been pretty cool. I’m into gaming and particularly playing online with friends who aren’t in the same place, but this is on another level entirely — it’s a real adventure. I’ve worked closely with the team throughout the project and the detail of the game is just unbelievable. It’s taken a year to develop and I hope we can get as many people as possible to take part. We want to make this experience as big as we can,» says Lewis Hamilton.
«At Reebok, we’re committed to bringing the joy and fun back to sport. From the very beginning, Lewis has been on board with this goal and Secret Life is a great example of this. Secret Life is our way of inviting fans to see a different side to Lewis and get involved in his training in a fun and unique way. I hope fans have as much fun participating in the game, as we did in creating it,” said Uli Becker, Global President of Reebok.