On August 28 in New York, Reebok set itself a 24 hour goal – to deliver as many pairs of the new ZJet runners as possible, on foot – or rather, feet wearing Reebok ZJet trainers.
The stunt, called the Human Dispatch Service, gave anyone who lives in Manhattan the chance to get the ZJet free of purchase price and delivery costs. It also promoted Reebok’s new cushioning system (with channels of air moving under each foot). People just had to Tweet their size and address using hashtag #ReebokHDS, from 6am that day (there was no pre-ordering).
“We want to deliver our latest product innovation to consumers directly to their door, in real time and what better way to do that than to actually run them over to each person? The Human Dispatch Service also brings the ZJet concept to life perfectly – the ZJet propels the runner forward with the power of air, and that’s exactly what the HDS is – a human-powered delivery service that runs on air.” Yan Martin, vice president-global brand communications Reebok]
This was the second Reebok delivery stunt, and far better than the first. In the earlier stunt, on JUly 23, Reebok marked the launch of the Reebok Crossfit Games by delivering its own line of bacon to Crossfit atheletes in the Reebok Bacon Box food truck. The Crossfit community is into the Paleo diet and therefore, huge fans of bacon and the Reebok bacon is uncured and free of nitrates, MSG, preservatives and sweeteners. Reebok also promoted secret menu items on social media, with special prizes for people who ordered them.
The bridges between bacon – Paleo – Crossfit Games and Reebok are too rickety to walk on, guys.
Both ideas were by Venables Bell & Partners, who won the global business in March.
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