With User-Driven Site, Reebok Keeps Pace with Everyday Runners Around the World
Challenge
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Reebok wanted to reinvigorate its brand by focusing on the joy and fun of running and motivate consumers to enjoy the sport at a pace that is right for them. To support this strategy, Reebok engaged Carat and Isobar Global to launch an innovative global marketing campaign that would celebrate the casual runner and integrate Reebok into runner’s everyday lives.
Approach
Leveraging the skills of Carat and the Isobar Global network, Reebok launched “Run Easy,” a multi-media campaign designed to foster a deeper level of engagement between consumers and the Reebok brand. The integrated campaign combines the Web, TV, mobile, print, and outdoor media to encourage consumers to speak to and through the brand in a meaningful way.
At the hub of the Run Easy movement is goruneasy.com. Featuring a mash-up of Google Maps, iTunes, Flickr and Jumpcut technologies, the site provides user-generated content capabilities that help runners share their experiences with other runners. Visitors can easily map out favorite running routes, post snapshots, upload music playlists, and join discussion groups. The “Run Easy” movement is also supported by out of home executions, digital advertising, and television spots. The outdoor promotions include a mobile component that enables consumers to use text messaging or SMS to join the movement no matter where they are or what they are doing, while digital advertising placed on high profile web sites worldwide encourage consumers to enjoy their run “at the speed of chat.”
Benefits
- With a highly specialized team from Carat, CaratFusion, Hypermedia, Isobar and Molecular, Reebok was able to launch of their groundbreaking campaign in 14 countries and 11 languages across the globe.
- In just one week after the launch of the site, runs were created by visitors from all over the world, including the United States, France, Germany, Portugal, Hungary, Australia and more.
