REEBOK / PROMISE KEEPER
14 April 2011
Social motivation, with a personal twist
- Brand
- Reebok
- Media Type
- Apps & Widgets
- Social Media
- Product Category
- Leisure & Entertainment
- Sportswear
- Country
- Sweden
- Source
- News
- Agency
- Forsman & Bodenfors / Stockholm
- Production Company
- Rebenga / Stockholm
- Mad in Sweden / Stockholm
- Director
- Marcus Svanberg
- Creative Team
- Adam Ulvegärde
- Robert Lund
- Christoffer Persson
- Tags
- Running
- Athletic shoe
- app
- Celebrity
- social media
Reebok, through Forsman & Bodenfors in Stockholm, has released an iPhone and Android app to promote its ZigTech running shoes.
Using the insight that unless you're actually running, the product benefit (energy release with every step) remains undiscovered, Reebok has employed a social media strategy to encourage people to get off the sofa and start running.
Just as, if someone is trying to give up smoking or lose weight they tell their friends to gain support in their efforts - and relentless mocking if they fail - Reebok has enlisted its paid athletes to add a personal twist to the idea and to help spread news of the app.
So if users complete a run - or fail to undertake a run that they have promised to do - posts and videos will be posted to their YouTube site either praising their efforts or lambasting their lack of dedication.
Reebok athletes such as Amir Khan and Lewis Hamilton will also be using their Twitter accounts to encourage users to undertake their runs with personalised tweets for users, helping to spread news of the app across a number of platforms. Copywriter Robert Lund explains: 'This fits well with Reebok's brand values that exercise has to be fun and uses a human insight about how people use the internet to share.'
Lund believes: 'Brands need to give people something they can use which makes their lives richer.'
http://reebokthepromisekeeper.com/gb
Using the insight that unless you're actually running, the product benefit (energy release with every step) remains undiscovered, Reebok has employed a social media strategy to encourage people to get off the sofa and start running.
Just as, if someone is trying to give up smoking or lose weight they tell their friends to gain support in their efforts - and relentless mocking if they fail - Reebok has enlisted its paid athletes to add a personal twist to the idea and to help spread news of the app.
So if users complete a run - or fail to undertake a run that they have promised to do - posts and videos will be posted to their YouTube site either praising their efforts or lambasting their lack of dedication.
Reebok athletes such as Amir Khan and Lewis Hamilton will also be using their Twitter accounts to encourage users to undertake their runs with personalised tweets for users, helping to spread news of the app across a number of platforms. Copywriter Robert Lund explains: 'This fits well with Reebok's brand values that exercise has to be fun and uses a human insight about how people use the internet to share.'
Lund believes: 'Brands need to give people something they can use which makes their lives richer.'
http://reebokthepromisekeeper.com/gb
Register for our newsletter /
COMMENTS /
Jo
If you like this idea and want to apply it for goals beyond running, check out
http://www.getupp.com