In a way, this campaign reinvented the old and inglorious coupon. It made people share a discount coupon on their social profiles, and actually be proud of it.

Most amateur runners in the Czech Republic turn to social media to brag about how well they’re performing. Intersport found a clever way to turn this behavior into a promotion that rewarded people for their exertions and helped increase sales across their new running collection.

Using any running app, people were encouraged to turn their kilometres into cash by running in the shape of the Intersport logo. The further they ran, the bigger the discount in-store. For example, a 25km route gave people 25% off. People loved this challenge so much that one runner even ran 100km. Now that’s a discount worth working for.

We are the craftsman of experience. We define ROI as Return on Involvement. Where some build only communication, we forge a connection between brands and people in an immersive, participatory way that inspires people to buy well."

Debbie Kaplan, EVP Experiential Marketing , New York, @dkaplynn

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