MISSION
In the fall of 2018, Reebok together with Intersport created a global campaign for the new Reebok Sprint TR – a versatile training shoe targeted towards the fit generation. To drive engagement in the target group, Reebok & Intersport created the “Fitting Room Escape”-concept, where fitting rooms in selected stores were transformed into “escape rooms”. Visitors were put to the test and challenged to solve various tasks in order to escape the fitting room and ultimately win a pair of Reebok Sprint TR.
Our mission was to create an even bigger activation that would generate impact, awareness and engagement towards the fit generation by creating a real escape room that would not only put you through mental challenges but also social and physical.
TARGET
• Create an event that achieves commitment and interest in the target group.
• Create an event that strengthen the cooperation between Intersport and Reebok.
• Create an event that creates awareness for training, gathers the target group and reaches out to social channels.
SOLUTION
We created a Reebok-branded escape room where the participants had to use their full physical, mental and social strenght to get their hands on the pair of the Reebok Sprint TR shoes.
Participants had 60 minutes to finish the room, where the mission was to locate the Sprint TR shoes and to get them out. The challenges on the way there was everything from lifting kettlebells in a special order, ride a bike fast enough to make a UV-light reveal a secret message to pair the right foot print with the right Reebok shoe.
The five fastest teams won a pair of shoes. Everyone who participated received a goodie bag containing a voucher and gifts from Reebok and Intersport.
Together with the ambassadors Joanna Swica and Lofsan we created a buzz in social media where their followers could win the possibility to try the escape room. There was also a few slots open for everyone to reserve.
In total, over a 100 persons tried “Exit the box” and the fastest team solved all the puzzles and got the shoes out in only 28 minutes!
RESULTS
Social media
A totalt hit of 73 post in social medias
• 50 posts on Instagram and Facebook
• 19 Instagramstories
• 2 blog posts
Range: 124 438
Views: 1 016 149
PR
• A total of 4 entries
• A total of 3 segments
Range : 694 256
Total Reach , PR & sociala medier: 818 694
