In 2002 Three O’clock worked with MediaEdge:CIA and Reebok to launch a new product line. Reebok were conducting a word wide launch of a shoe range together with 50-Cent, a world wide Rap Star.

An exclusive interview with 50-Cent was recorded in New York where the star discussed his life, his recording and his input into the shoe design and development.

Three O’clock produced an ‘urban music’ mobile magazine which was given away free to users of a specific website. The mobile magazine contained content relating to current urban news stories and articles and featured many written articles, exclusive photos and a series of video interviews with 50-Cent. The magazine was branded very discreetly for Reebok.

The magazine was a very early production for Three O’clock and significant testing and research was done on video codec’s, compression and length (time). At the time mobile phones java capabilities were not strong and careful consideration was given to the size, format and type of content of the magazine. During the project time line, each edition of the magazine was downloaded by over 100,000 direct from the Three O’clock servers.

However, users would frequently forward the magazine on to other users who would then download the magazine from Three O’clock servers. In this regard the magazine was still being accessed by users 12 months after the project was halted. This project is widely regarded as the very first multi-media mobile marketing campaign.

In 2002 Three O’clock worked with
MediaEdge:CIA and Reebok to launch a new
range of shoes.

Reebok were launching a shoe together with
50-Cent, a world wide Rap Star.

An exclusive interview with 50-Cent was
recorded in New York where the star discussed
his life and his input into the project

Three O’clock produced an ‘urban music’
magazine which was given away free to users
of the system.

During the project time line, the magazine was downloaded by users in Europe, Asia and North America.

Users sent the magazine on to other users
ensuring that the message spread
through entire groups.