Reebok And Hamilton In Ground-breaking Initiative
Reebok has used its partnership with Lewis Hamilton to unveil a ground-breaking, online alternate reality game (ARG) – Lewis Hamilton: Secret Life.
The game was developed by Reebok and ARG specialists nDreams and will be hosted online at www.secretlewis.com.
Within the game, players will help Lewis Hamilton train and prepare to recover priceless artworks, sculptures and manuscripts from thieves.
This is the first time a sport star has featured as the central character in a game of this kind.
Players will work together to solve puzzles and complete tests online, on their mobiles and in the real world at live events across the globe.
Reebok joined forces with the former creative director of the Lara Croft games to create the new ‘alternate world’.
The game centres on five core missions and will run until October. Anyone can take part by going to www.secretlewis.com and looking for clues.
An ‘alternative reality game’ is a multi-media entertainment that blends real-life adventure, interactive storytelling, video games and the creation of an online community – it allows players to actively take part in a constantly evolving story-line.
The game will feature online heist simulator games, a network of fictional websites, mobile games, Twitter feeds and video footage of the star carrying out his heists to recover the stolen artefacts.
Players will be able to attend live events in different cities involving the central characters and make their own contributions to the story as it unfolds.
