Objectives

At Reebok, we see it as our purpose to inspire people to live a life in motion and to be their absolute best—in short, to be more human. Reebok believes that everyone' potential is perpetual and limitless and everyone's journey of change is in a constant state of evolution; mentally, emotionally and socially.

The Reebok Newsroom is at the forefront of Reebok storytelling. We're a team that lives across editorial, social and PR to create engaging experiences for Reebok's audiences across all channels and mediums.

Last year, 57.4 million consumers played fantasy sports online. The majority were males earning more than $75k/household, but one sport was missing. The sport of fitness. Last July Reebok changed that with the launch of the Reebok CrossFit Games Pick'Em,

The Reebok CrossFit Games Pick'Em became fitness' first fantasy sport. Allowing fans of the CrossFit Games to attempt to correctly predict the top finishers of the Individual Men's, Individual Women's and Team competitions at the 2017 Reebok CrossFit Games. A perfect bracket would receive a $1 million prize.

Strategy and Execution

Through a combination of owned, earned and paid messaging, both die-hard CrossFitters and casual athletes were exposed to CrossFit Pick'Em and brought into the Reebok ecosystem. The activation focused on new email addresses that could be converted after the CrossFit Games.

The messaging stayed approachable for casual fans, and extended the conversation around the Games – leveraging the "all eyes on the event" to get the message to more consumers outside of the elite CrossFit enthusiasts.

KPIs: CRM Data Capture, Social Conversation, Earned Media Coverage, Two-Way Engagement that drives conversation and sell thru.

Results

In working with our partners at CrossFit HQ, we successfully reached, engaged, and activated a highly qualified consumer around an event they were passionate about. CrossFit HQ has already asked Reebok to activate again and grow the campaign next year.

• Acquired 42,711 highly qualified consumer email addresses in order to play
• Gained 20.6K new followers across @Reebok social handles during the 2-week contest period
• Reached 20.25 million consumers across email, media outlets, organic social and paid promotion, all through digital efforts outside of the CrossFit Games themselves.
• Achieved 5.7k social engagements, celebrating wins and encouraging conversation among contest participants.
• Achieved a social reach of 9.4 million
• Organically sent nearly 10,000 visitors to e-commerce from Instagram Stories
• Referred nearly 100,000 page views on Reebok.com
• Email campaign sent 30,000+ users to Reebok.com experience.
• Reached More than 1 Million consumers via earned coverage of activation.

Media