Fueling at the Pump
May 19, 2005
Zugara's microsite for the RBK Pump offers interactivity and videos that energize.
Creative Notes
Firefox compatible.
Campaign Details
Client: Reebok, Ltd.
Creative Agency: Zugara, Inc.
Campaign Insight
The RBK Pump site is a showcase of the highly anticipated release of the new ATR Pump and Pump 2.0. The objective was to create a site which focuses on the uniqueness and attitude of the Pump, while conveying the personality it possesses from both its past and present evolution. In order to show the Pump's attitude, the ATR Pump model was brought to life through 3D animations and Flash interactivity. Users can interact with the ATR Pump throughout each section and even fight the ATR Pump in an online boxing game. We also wanted to focus on the aspects of the ATR Pump itself (manual pump inflation) for the site's navigation. Each subsection for the ATR Pump site needs to be 'pumped up' to access that area. The Pump 2.0 site features an animated technology section detailing aspects of the Pump 2.0 model and how it works. Currently, users can view the designs of both the ATR Pump and Pump 2.0 models through the Pump's initial landing page. Check back regularly for site updates as new models of the Pump are released later this year.
-- Matthew Szymczyk, Zugara, Inc.
Editor's Note
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The Panel
It is so refreshing to see such a uniquely executed interactive project like Zugara's RBK Pump microsite. This site does an excellent job of transferring the physical aspect of the pump shoe product to an interactive space by its flawless pump navigation system. The concept of literally pumping up the navigation elements is wonderfully tactile and immediately immerses the viewer in the product experience. This in combination with some very effective motion work with the shoe itself brings the product to life for the viewer. While interacting with the site I really got the sense of a suspended reality where I felt as though the shoe was a living item with a very strong personality. Of course when it knocked me out with its shoestring spinning finishing move in the fighting game section I snapped back to reality real quick!
-- Adam Boozer, senior creative director, IQ Interactive
I really liked the way the site engages the user and gets him to interact with the initial opening of the site. The shots of the shoes are very crisp and clean and a strong representation of the product. The "pump" theme of the site is fun, and I like how it is carried throughout. There are a bunch of little easter eggs hidden throughout, which also further engages the user. Shoes today are sold based on the "cool factor" of the brand, and the athletes who are represented on this site do a great job of building on the credibility of Allen Iverson, even though there is no further mention of him past the opening page.
-- Cory R Treffiletti, SVP, managing director, Carat Interactive, SF
Footnote:
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