As part of the shoe collection promotion, Spotify users will have the opportunity to join an interactive audio experience.
Popular American singer Cardi B is the face of Reebok since 2018. Now, to the delight of fans of the singer and the sports brand, their collaboration has resulted in the first joint collection of Reebok x Cardi sports shoes, for which quite unusual advertising methods are chosen, aimed at music lovers.
One of the main ways to promote the new collection was the Spotify service, where the singer has about 45 million listeners a month. Spotify users can join an interactive audio experiment and try their hand at being music producers.
The desktop version of the service has a soundbar dubbed "B Unexplainable" that allows you to mix 40-second beats. The beats provided also include Cardi B's popular phrases, voiced by the singer herself. The result can be downloaded and then listen to it or share with friends. In addition, Reebok is sponsoring the "This is Cardi B" playlist, which includes 42 songs by the singer.
Previously, Rebook introduced a limited edition sneaker inspired by the singer, called the Club C. The company also actively used audio experiments to promote them. By saying "Open Reebok Sneaker Drop" to devices with Amazon Alexa or Google Assistant virtual assistants, everyone could participate in the drawing of sneakers embellished with crystals Swarovski.