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.

When in doubt, ask yourself: is it what I would do if I owned this brand/company? Client empathy will almost always steer you in the right direction."

Carl Hartman, CEO North America, New York, @carlhartman

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