Our Work
Reebok EasyTone Step Tracker
Background
In the 1980s, Reebok emerged as an innovator in the athletic apparel landscape, making an initial splash as the first company to release a ladies sneaker specifically designed for aerobic exercise.
The next 30 years brought about a consistent stream of innovation, from Pump technology to high-tops skinned in erasable whiteboard materials. When the time came to promote their latest big idea, Reebok returned to Buddy Media, based on our success with last year’s ‘Talkin’ Krazy’ social media campaign.
This time, the brand’s goal was to increase awareness of the new EasyTone athletic shoe through widespread adoption and engagement with a fitness-themed Facebook application. Buddy Media conceptualized a social networking tool that would allow users to track their daily activities as a part of a low-impact fitness routine.
Objectives
- Build a viral Facebook app-vertisement to launch the new product, Reebok EasyTone athletic shoes, to female Facebook users
- Leverage social gestures and connections to generate new product awareness and excitement among an audience of casual fitness enthusiasts
- Provide Facebook users with a platform to monitor their daily activities as part of their overall fitness and exercise goals
Solution
The Reebok EasyTone campaign provided a myriad of challenges to the Buddy Media creative and development teams. The first step was designing a user interface that would showcase the EasyTone sneaker throughout the application experience. A very subtle balance needed to be struck in order to ensure that promotional content shared equal space with the application’s main functionality. Once the mock-ups, and user flow diagrams were in place, our designers handed their work over to the development team. Our developers built the application’s skeleton – essentially creating a blueprint for a super-social fitness utility that would leverage the connections Facebook users have with friends, as well as the social gestures necessary to spread the word about the Reebok EasyTone across Newsfeeds and Profile Walls.
Our project managers developed a unique strategy behind the launch of Reebok EasyTone that provided the application with a sustainable, loyal user base – ensuring return usage and engagement. Specifically, the app-vertisement was created with a flexible interface that allows users to team up to ‘step’ their way through fitness goals. For example, three friends could team up to track their daily movements – with their step totals aggregated for a virtual walk across the Grand Canyon. The final piece of the pre-launch puzzle was a comprehensive outreach strategy, in which our marketing promoted the new sneaker and application among the most influential voices in the fitness and exercise blogosphere. This approach to brand awareness campaign created multiple avenues for organic and viral application growth.
