Running at the Speed of Life

animal_ZPump2.0-reebok-psfk

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?

Reebok Lets You Win Free Shoes…If You’re Fast Enough

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6 thoughts on “Running at the Speed of Life

  1. myriamyacoob1

    I think this is super cool due to the fact of how unique and disruptive is. Reebok is all about pushing your limits within and outside of the gym. This billboard gives winners, losers, and watchers first hand experience with the brand and what it is all about. This billboard is definitely memorable and even if you don’t win, or are watching, this may indicate that, well, you’re not fast enough…, but if you do start building your athletic abilities, Reebok may be one of the first brands your turn to after experiencing this.

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  2. emilyvwong

    I agree with Myriam – this is a very creative way of advertising, edging on experiential marketing. As she said, it conveys the message of “pushing your limits” and gives way to some friendly competition. I think it is very intriguing as you can see in the video, people stop in their tracks to watch other people running. It is an experience that is unique and something that people will want to share with their friends and family, especially for those that do end up winning free shoes. On the other hand, I believe that spectators will share their interaction with the brand via word-of-mouth, however I do not think it will lead to any action. Yes, it may be a cool thing to talk about and share but I personally do not believe the advertisement was strong enough to push people to purchase the ZPump 2.0. Although, perhaps their main goal was to simply raise awareness of the Reebok brand and draw attention/buzz (viral marketing) towards the new shoe. In that case, I’d say they were successful.

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  3. Dejan Eskic

    Reebok did a great job with creating an experience for consumers that forms an association of the brand with high performance running. The spectacle attracted a huge crowd of spectators, many of which had their phones out to no doubt share recordings with friends through their social channel of choice. There’s also an explicit reward for participants of the chance to win a free pair of shoes, and who wouldn’t want that? A couple drawbacks I can see are: a) the ‘free beer’ problem that blurs the effectiveness of the ad on sales; if there were no reward for trying, would people still run past it? b) The billboard asks ‘Are you fast enough for the ZPump 2.0?’. What if I’m not fast enough? I guess I won’t buy it then. It seems to me that it’s designed for a certain calibre of runners. The campaign definitely brought awareness to the shoe but I wonder how much it increased sales.

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  4. lucianolublog

    I think Reebok did a very good job with this marketing campaign. These kinds of campaign’s that require the user to experience something can either turn out really bad or really good, and in this case I believe it turned out great. It allows the consumers to have fun with the brand and also try something new. It also sparks interest into the people who were merely watching as many people had their phones out (probably taking videos to show friends, more marketing for Reebok). These people may in the end go to Reebok and purchase a pair of these, or the people they show the video to may end up doing so. The consumers who win a pair will essentially be able to test out the shoes for free, and of course if it’s built well then it may convince the user to continue to shop with Reebok. As for the people who don’t win the pair, it can either cause two emotions, 1) being that they may feel that the shoes are not as good as they had imaged and that they aren’t athletic enough for the shoes or 2) they might actually like them so much they’ll go and purchase their own pair.

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  5. Naina Arora

    I think this is a very effective way of getting consumers to engage with the brand. The people who are willing to try the shoe are more likely to be more highly involved after trying the product first-hand. Those watching are able to see someone using the product rather than just reading a billboard, and are likely to take photos and videos and spread the word to their friends or on social media, which is free advertising for Reebok. The chance encounter will most likely encourage consumers to do some more research on the brand/shoe.

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  6. Erin Cronin

    In my personal experiences with marketing initiatives such as this I find them extremely effective at the time, because they are advertising their brand to you, but you as a consumer do not feel overtly advertised to. However, I find that as time goes on it is easy to forget about and the impressions aren’t very lasting. For instance, sometimes I will remember the actual event and think “that was fun,” or “that was cool,” but I don’t always remember the brand that produced that event or initiative. On the other hand, sometimes I do remember the brand, but that doesn’t necessarily make me consume the brand or the product/service it is offering. Therefore, in some instances it is definitely effective in spreading brand awareness and possibly increasing consumer feelings and perceptions of the brand, but in other instances it may just in a fun, in the moment event.

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