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M&M Awards Winners

M&M Global Award: Digital

The winner in this category is the campaign that demonstrates a clear understanding of how to leverage digital channels to target and communicate with an audience across international markets.

Sponsored by:

Campaign: Reebok - The promise keeper

Entering Company:  Reebok EMEA

Credits: Forsman & Bodenfors Sweden

When Reebok created ‘The promise keeper’ app they wanted to not only promote the ZigTech running shoe, but also ensure people didn’t forget about it too quickly across Europe.

The campaign was designed to generate conversation and target people who liked to keep fit, but who sometimes lacked the motivation to do so.

By committing to complete a run the app would either commend them for doing so or reprimand them upon failure through their social networking pages, adding peer pressure.

Sporting icons such as Iker Casillas, Lewis Hamilton and Amir Khan were recruited for the campaign and would send personalised video messages directly to people's social networks, either reminding them to stick to their next promise, commenting on their runs or lack of.

The ZigTech trainer is visible in every update while each user message, comment, like and/or re-tweet brings the message to an even larger audience, therefore generating the social conversation.

Successful results demonstrated that the ZigTech shoe benefits with a click-through rate of 14% of the website, 28% perceiving the Reebok app as their exercising partner and a high user loyalty with above 91% of registered users continuing to use the application since its launch