Our main goal was to provide an engaging yet challenging experience for the consumer (primarily the Gen XY demographic). By focusing on the investigative aspects of the campaign, Zugara created an interactive CSI-style sports-themed website, content specific to the website including video footage of the athletes and actors scripted and produced by us, a forensics lab with analysers created in 3D (Maya and 3D Studio Max) and a progress meter which allowed the consumer to revisit the site and resume the investigation once the relevant commerical aired. In addition, the tread analyser was designed to print out an image of the suspected above the rim tread. The analyser then instructed the investigator to take the printout to their nearest Reebok retailer to obtain a match.