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.
From: Contagious Magazine