Inside Reebok's Workout Experience at CrossFit Competitions - Event Marketer

Inside Reebok’s Workout Experience at CrossFit Competitions

ETA_Touch_Reebok_2015
Brand: REEBOK
Agency: GENUINE
Awards: EVENT TECHNOLOGY AWARDS — BEST TOUCH- OR GESTURE-BASED EVENT INTERACTIVE
Year: 2015

Reebok was looking to create an in-person workout activation for all six locations of the Reebok CrossFit Regional Competitions in May and the Games in July, one that would motivate and engage the hyper-competitive audience while capturing their information for ongoing engagement beyond the events. The result was a life-sized interactive display where users could test their CrossFit skills against the world’s top CrossFit athletes.

Reebok filmed six athletes performing five movements in a 60-second AMRAP (as many reps as possible) contest, then showed the athletes on a 72-inch LCD screen with a GoPro camera attached to the side, which filmed the last 10 seconds of the users’ competition. Participants entered CRM data and chose the movement and athlete against whom they wanted to compete, then began the challenge. Afterward, they received an email with an attached stitched video and a link to a microsite where they should share on social media and shop Reebok’s CrossFit store.

Tried-and-true technology, including an app built on Mac Minis and the GoPro recordings, powered the activation. Apple Xcode made the magic happen behind the scenes. With 882 participants from 33 countries—about three percent of all attendees—the experience was a high-energy success.

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