THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 8th Annual Shorty Awards

Shaun T x FILA #OppRUNtunity - Best Influencer and Celebrity Campaign

Entered in Influencer & Celebrity Campaign

About this entry

The #OppRUNtunity initiative with Kohl's, Shaun T and FILA was an activation designed to connect with consumers and encourage them to take their first – or hundredth – step forward on their fitness journey, through simple changes in their everyday activities.

Beginning with a social media sweepstakes, participants were chosen to add steps to their day by parking far away from the Kohl's store entrance, and engaging in a one-on-one workout with Shaun T, fitness expert, and creator of best-selling workout programs like INSANITY and Focus T25. Shaun T is also the exclusive face of FILA Training Footwear at Kohl's and the winners were provided with the Shaun T FILA Training footwear for their workout. They shared their experiences through their own social media channels, including on Twitter and Instagram with the hashtag #OppRUNtunity. Once they were on the road to healthy lifestyle changes, #OppRUNtunity drove home the importance of helping others reach that point as well.

The #OppRUNtunity events took place at Kohl's Desert Ridge in Arizona, and Kohl's Coconut Creek in Florida. The events were followed by a multi-faceted social media campaign, launched in August, to coincide with the Kohl's back-to-school season. Additionally, the #OppRUNtunity video created for Facebook has garnered more than 600k views to-date.

Shaun T's signature FILA Training Footwear debuted in July, with select styles available at Kohl's stores nationwide and Kohls.com.

Why does this entry deserve to win?

The #OppRUNtunity events took place at Kohl's Desert Ridge in Arizona, and Kohl's Coconut Creek in Florida. Participants for each event were chosen via a social media sweepstakes. The events were followed by a multi-faceted social media campaign to coincide with the Kohl's back-to-school season and further promote the Kohl's x Shaun T x FILA footwear styles.

Results

Entries and shares helped the #OppRUNtunity hashtag average over a million impressions per location. The recap video created for Facebook garnered 663k Views 1.6k Likes 31 Comments 129 Shares and the Shaun T x FILA shoe at Kohl's was widely popular. Following both locations, FILA posed the question on social media "Who or what inspires you?" Between the dates of August 7th -14th the #OppRuntunity hashtag hit 1,239,627 impressions off 250 organic responses.

Media

Video for Shaun T x FILA #OppRUNtunity - Best Influencer and Celebrity Campaign

Entrant Company / Organization Name

FILA USA Inc.

Link

Entry Credits