This Theater Uses Human Power to Keep the Movie Buffering
Katherine Pendrill — September 2, 2015 — Marketing
References: adsoftheworld & psfk
Reebok Korea recently held an event where patrons were required to run on treadmills in order to keep their movie buffering. While many companies have experimented with initiatives to get customers moving, Reebok's latest campaign involved an unusual venue.
In order to promote Reebok's new 'ZPump' sneakers, the company surprised an audience of movie fans with a treadmill and a few pairs of shoes. Audience members were called down one by one to try on the new shoes and take a run on the treadmill. The faster an individual ran, the more the movie would buffer. When an individual grew tired of running, they could switch with a fellow audience member to keep the movie buffering.
The 'Run The Movie' campaign not only stirred up conversation about Reebok's new sneakers, but it also encouraged patrons to think about exercise in new and creative ways.
In order to promote Reebok's new 'ZPump' sneakers, the company surprised an audience of movie fans with a treadmill and a few pairs of shoes. Audience members were called down one by one to try on the new shoes and take a run on the treadmill. The faster an individual ran, the more the movie would buffer. When an individual grew tired of running, they could switch with a fellow audience member to keep the movie buffering.
The 'Run The Movie' campaign not only stirred up conversation about Reebok's new sneakers, but it also encouraged patrons to think about exercise in new and creative ways.
Trend Themes
1. Interactive Exercise - Campaigns that incorporate movement or exercise in creative and interactive ways that engage customers and promote a brand's product.
2. Gaming Integration - Increasing integration of gaming technology to engage consumers, with incentives tied to physical activity or exercise.
3. Alternative Advertising - Bayting unconventional promotional tactics to gain attention and engage audiences, such as using treadmills to power a movie screening.
Industry Implications
1. Fitness - Growing opportunities in the fitness industry to integrate technology and gamification to make exercise more engaging and interactive.
2. Entertainment - New opportunities in the entertainment industry to incorporate interactive experiences that require physical activity, such as treadmills powering movie screenings.
3. Marketing - New avenues for marketing campaigns to explore alternative and creative advertising tactics that capture attention, such as using physical activity to enhance brand messaging.
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