This hero video is supported by further social content pieces across the brand’s channels such as Facebook, Instagram and Twitter
How delightfully French to combine classical music with competitive performance and a price promotion!
Intersport has made this initiative easy and simply to participate in: after all, 1km is a distance almost everyone can consider regardless of ability of fitness and the sub 5 minutes and 30 seconds time is attainable.
Plus there is no need to download a campaign/brand specific app, they can also choose to use their own preferred music app to listen to the Vivaldi remix and use their normal running app to track their times.
So, all they have to do is run, submit a screenshot to the campaign website and offer up a little personal information.
But is the discount a sizable (and/or the Nike trainer prize) enough incentivise the participation and effort?
This time-incentive reminds us a little of the brilliant ASB ‘Run Down Your Rate’ campaign leveraging its rights as the title sponsor of the 2015 Auckland Marathon in New Zealand .
Now that really did offer a powerful financial; incentive to hit a running time objective (see case study).
A brand-owned, participatory running race that isn’t on the scale or the elite achievement level of Nike’s blockbuster #Breaking2, but one with plenty of flexibility in its participation mechanic and one with a solid and simple incentive.
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Les Gaulois (Paris)