• by David Kaplan , April 8, 2005

For its first video-on-demand campaign, Reebok is hoping that Philadelphians with digital video recorders will run to their devices to receive some sponsored entertainment segments featuring basketball great and hometown celebrity Allen Iverson, as well as hip-hop stars Jay-Z and 50 Cent.

A part of Reebok's main ad campaign, "I Am What I Am," viewers can search their on-demand menus for the athletic shoe marketer's TV spots, which are accompanied by bonus footage from interviews with the three stars. Reebok partnered with BrightLine Partners to create its video-on-demand ad, which launches April 11.

The VOD campaign, which Reebok plans to emulate around the country, is intended to reach target audiences with "a more personalized experience," a Reebok spokesman said.

The on-demand campaign was produced by iTV ad agency BrightLine Partners.

"SVOD advertising used to be seen as primarily a vehicle for automotives and theatrical film releases, but that's changing very rapidly and Reebok and other such companies are beginning to see that," a BrightLine spokesman said.