This Running Programs Lets You Exchange Your Miles for Food
Riley von Niessen — June 2, 2016 — Marketing
Athletic brand 'Kalenji' collaborated with Paris-based advertising agency 'Rosapark' for a campaign titled '#EatYouRun' that makes use of a creative running program to get consumers to purchase its sneakers and increase brand awareness.
The running program works by allowing participants to exchange the miles they run for a luxury dining experience, with the shoes packaged along with a menu that outlines what they can get with specific distances in place of a price. The company invited participants to Bistrot Paul Bert in Paris to dine, where they could choose from an extravagant menu featuring veal, puffed pigeon, bonito filet and more. With this running program, the brand looks to give its consumers a more positive association with running, rewarding their work out and encouraging them to get their running shoes on more often.
The running program works by allowing participants to exchange the miles they run for a luxury dining experience, with the shoes packaged along with a menu that outlines what they can get with specific distances in place of a price. The company invited participants to Bistrot Paul Bert in Paris to dine, where they could choose from an extravagant menu featuring veal, puffed pigeon, bonito filet and more. With this running program, the brand looks to give its consumers a more positive association with running, rewarding their work out and encouraging them to get their running shoes on more often.
Trend Themes
1. Running Rewards - A trend of incentivizing running through rewards programs.
2. Luxury Dining Experiences - A trend of offering exclusive dining experiences as a reward for specific achievements.
3. Positive Association with Exercise - A trend of promoting exercise by providing positive incentives and rewards.
Industry Implications
1. Athletic Footwear - The athletic footwear industry can explore running reward programs to boost sales and brand awareness.
2. Hospitality - The hospitality industry can leverage the trend of luxury dining experiences to create unique and memorable experiences for customers.
3. Fitness and Wellness - The fitness and wellness industry can tap into the trend of promoting exercise through positive associations to attract and retain customers.
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