This campaign promoted a running collection from a sports retailer by encouraging the audience to be active.

The Idea: Intersport motivated runners to use any running app and run in the shape of their brand logo. Users who shared their routes on their social profiles, got a discount on running gear. The further they ran- the bigger the discount in the shop.

Each user that ran and published the route in the shape of the brand initials (IS), got a bespoke coupon and was encouraged to get to the shop and get a discount on one item from the collection. Without any dedicated mobile app, we’ve asked our audience to “advertise” the brand in different digital platforms.

All we had to do is spread the word about this marketing activity. The runners did the rest for us. We have launched the campaign with a Facebook tab and a kick off video with promoted Facebook posts. The rest happened on it’s own. Since the campaign had an element of spreading, most media was earned and not paid for.

Results: Over 1,000 routes published on social media.

That’s over 1,000 people seeing something on-line, leaving their houses and actually running for the brand. 250,000 people were exposed to the creative routes across different running apps and on social media.

91% of the coupons that were created were actually used in the shops. After sweating for it, the runners remembered to use the coupons.

The running department sold 22% more than in the previous year, and the whole shop had an increase of sales of 16% thanks to the traffic the campaign brought.