Reebok i-Flash TV. Objectives: create awareness for the promotion contest of the new shoe line ATR, use the TV commercial (which would not be aired in Germany) and explain the contest, offer information within the creative and attract participants. Solution: first-time usage of i-Flash TV as a combination of a Flash layer and Java streaming (advertising for this campaign has been invented by Mediaedge:cia Digital). The TV spot was integrated in a Flash layer, the surrounding Flash creative interacts with the commercial. After the end of the spot users can load further details and hints about the contest. Users can interact after the commercial.