09 Mar Reebok Asks Consumers to Sprint for Shoes
Reebok recently set up a human speed test on the streets of Stockholm to promote its new ZPump 2.0 shoes. Passersby who managed to run past the ad faster than 17 kph (10.6 mph) unlocked the kiosk’s vitrine and won a new pair of running shoes.
The brainchild of the Swedish agency Animal, the stunt gave consumers an “instant experience” with the brand.
“For us at Reebok, it’s important to do things for real and to actually activate the target group,” Filip Lagerbäck, PR and social manager at Reebok Nordic, told Adweek. “We want to inspire people to run and push their limits, even when they’re not at the gym. That’s what our tagline ‘Be More Human’ is all about.”