The brief was to launch the Reebok ZigTech running shoe to a target audience that are not hardcore runners but interested. The campaign should be interactive and able to live it’s own life and spawn conversation around the Reebok brand.
We created ‘The Promise Keeper’, the first online running application (website, iPhone/iPad-app and Android app) that will actually get you out and run. Every run you promise to make in your online calendar is automatically posted on the social network of your choice and spread to all of your friends. They will also be notified about whether you ran or not.
Every run promised generates personal updates that also works as ads for Reebok ZigTech. We turned the promises into a media that carried the word about Reebok ZigTech from user to all of their friends. Every promise and follow up also spawns conversation on Facebook and/or Twitter.
We used Reeboks sportstars by posting personal videos from them directly to people who had made promises reminding them to stick to it, or commenting on their runs or lack of. Many videos even contains the users name making them very personal.
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