The multimedia "Whodunit?" campaign, which has been run in the US already, will see the brand's TV commercials adapted and transferred online.
It will also feature the first ever use of video in MSN Hotmail accounts across Europe for advertising, according to Paul Cunningham, managing director of Flashtalking, which is behind the online video.
Creative was adapted for Europe by Mediaedge:cia, Zentropy Paris and Flashtalking. The original creative was by Arnell Group in the US.
Rebecca Fitch, European account manager at Outrider/Mediaedge:cia, said: "This digital-only campaign is a first for Reebok, which is a testimony not only to the success of our previous digital campaigns but also to the medium. At the heart of this campaign will be the largest use of Flash-video seen on the web."
She added: "Through the use of innovative advertising formats such as video-streaming we have successfully managed to raise Reebok's brand awareness and drive response."
Reebok's TV commercials have been integrated into the online campaign in eight European countries by Flashtalking, using its Flash4+ delivery, which is based on Macromedia Flash.
The ads will be running on Yahoo! properties and on MSN Hotmail.
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