Reebok is using Instagram to take fans on a virtual run through San Francisco in their new Hunt for the Pump campaign.
In order to reintroduce their famed “Pump” sneakers to the fitness generation, Reebok has creatively built a treasure hunt style game within Instagram that requires users to begin at the starting line (first account) and find the iconic Pump ball in the grid of photos. Once it’s found, users have to Like the photo and follow the tag to the next account. Each account is a well-known running area in San Francisco and the game is repeated until they get to the finish line. At the finish line (final account), Reebok congratulates fans who make it to the end and then provides a link to enter to win a pair of the new Reebok ZPump Fusion (you can see All-Pro Defensive End J.J. Watt sporting those here). This fun, out-of-the-box thinking is inspirational for fitness enthusiasts and holds entertainment value. Reebok wants users to work for it and have some fun along the way, which aligns with their core values and results in a positive brand experience.