Intersport wanted to promote its new running collection, with almost no production or media budget.
Over 70% of Czech runners use running apps and brag about their performances in social media. We decided to use that.
Intersport motivated rrunners to use any running app and run in the shape of its 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 - and the stronger their wish to brag about it on FB.
Over a thousand user-generated branded posts. 17 % of all Czech amateur runners were exposed to creative routes across different running apps and on social media. 91 % of all who ran the logo, used the earned discount in the shops.
Run 1km = 1% off
Run 23km = 23% off
Run 100km = Free gear!