One of the best ways to get consumers engaged with a brand is to have them experience its benefits. And isn’t free stuff beneficial?
Reebok has passersby in Stockholm sprinting past an accelerometer to see how fast they can run. The speedy unlock a glass cabinet holding a new pair of ZPump 2.0 shoes. Meanwhile, those watching have stopped to take in the brand and its message – this shoe is for anyone willing to try.
Does a chance encounter with a brand intrigue, or is it easily forgotten?
Does the campaign work, and, importantly, does it work differently for those who win the shoes, those who lose, and those who just watch?