Chillax-ing got a lot more physical in Seoul when Korean agency, Innored, changed the way movies were watched at a local cinema.

Part of the way through a historical action movie, the film ‘seized’ and the buffering icon appeared. Spotlights suddenly lit up a row of treadmills in front of the first row of theatre seats and a collection of pairs of Reeboks waiting to be put on the feet…

…of the audience members a second set of spotlights chose. Once these moviegoers began running on the treadmills, the movie resumed and kept playing so long as people were ‘powering it’.

The campaign, Run the Movie, is for the ZPump Reebok shoe whose brand message is Get Moving, Get Pumped. Runners got to keep the Reeboks as a reward.

The brand released the video on August 19 to introduce the Run The Movie stunt event that will run for two weeks in the cinema.

Run The Movie is not Innored’s first attempt to get Koreans off their bums for Reebok. After a survey highlighted the fact that 74% of Koreans admitted to a lack of exercise, the agency installed a game in Korea’s subway called Subway Pump Battle in April. Two opponents (aka commuters) were chosen at random and invited to race to see who could press the most pump buttons in an allocated time period.

Commuters who participated were rewarded with a pair of Reebok ZPump Fusions, which gave the resulting film a nicely branded ending. The campaign was supported with social media activations on Facebook and Instagram, and an online event.