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100 lb. Coupon

100 lb. Coupon | Dick's Sporting Goods | VML
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basics
Industry: Culture, Recreation & Sport
Media:Ambient & Interactive
Style: Minimalism
descriptioncnen
Synopsis
Second Skin, the newest maker of athletic wear, needed to get extreme endurance athletes’ attention. This niche group is tribal and demands authenticity from brands. To introduce the Second Skin to our target in a memorable way, increase brand awareness, build social following and drive product trial, we needed an activation that both fit their lifestyle and optimized platforms they dominate, like Instagram.
Strategy
The 100LB Coupon targeted endurance athletes who participate in CrossFit, Spartan Races and Ironman Triathlons. These athletes flip tractor tires, run 30 miles, crawl in the mud under barbed wire and jump through fire for fun. Their approach to self-improvement is borderline masochistic, and they let the world know it via their favorite social platform: Instagram. Knowing they’re extreme endurance athletes who live for an extreme challenge, we gave them one.
Relevancy
We took an often-ignored direct mail piece, the coupon, and transformed it into a 100-pound steel-forged brand activation for our endurance athlete target. Utilizing Facebook and Instagram Stories, we had brand influencers push clues and GPS coordinates during major athletic events like Spartan Races, Ironman Triathlons, and CrossFit competitions, alerting athletes of the coupon locations. It was essentially a digital scavenger hunt. Each of the 100LB Coupons was fully redeemable in the store, so whoever found one had to take it to a DICK’S Sporting Goods store to cash it in.
Outcome
25 percent increase in Instagram followers 4.5 million impressions More than 2 million video views
Execution
We first activated the coupons in El Segundo, California, on Aug. 26, 2017, and concluded at CrossFit’s Wodapalooza in Miami on Jan. 14, 2018. Before each event, we promoted the activation on Facebook for mass reach. During each competition, we had major brand influencers and brand ambassadors push clues like GPS coordinates on their Instagram Stories, alerting athletes in real time where they could get their own 100LB Coupon. Every few minutes after launching a new coupon, we’d post more clues to help athletes claim one. After finding them, athletes were then instructed to cash them in at a DICK’S Sporting Goods because the coupons were fully redeemable. In total, we deployed 20 coupons across five events. All were redeemed.
CampaignDescription
We made athletes sweat for their rewards by creating the 100LB Coupon. Forged from steel, weighing 100 pounds (45 kilograms) and deployed through Instagram Stories, these fully redeemable coupons got anyone brave enough to haul it to a DICK’S Sporting Goods store 100 percent off (up to $500) Second Skin gear.
credit
Brand:
Agency:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Direct
Channels > Use of Ambient Media: Small Scale
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Channels > Use of Ambient Media: Small Scale
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