Description:

An app meant to help you keep track of your goals, in workout motivation area. At first sight, it might not be anything new on the horizon. We all seem to live in a motivational world. The big novelty about Reebok's ‘Promise Keeper’ app is that makes you feel ashamed if you dare to break your promises.

Summary

The campaign engages users by adding real-life benefit and constraints too. The social network will be updated with the user’s promises. The app makes sure that the broken promises will not be easily forgotten by peers.

Campaign objective

Create fuss around ZigTech running shoe, generate engagement and conversation among users that like to stay in shape or have no motivation to do so.

How it works

Once the users commit to complete a run, 'The promise keeper' app would either track their performance and ensure they are doing so or spread the news about their failure through their social networking pages, adding peer pressure.

The app was created by Forsman & Bodenfors (Stockholm) for an iPhone and Android. Through social networks, it informs users’ friends about the promise to work out and also posts messages, congratulating or mocking the user, depending on his progress.

There were also some sports celebrities involved like Lewis Hamilton and Amir Khan that would send customized messages to users through personal networks, reminding them to keep their promises.
The app that makes you keep your promises. And makes you look bad in front of your friends if you don’t

Results

The brand succeeded in reaching a click-through rate of 14% of the website. There were 28% of users perceiving the Reebok app as their workout partner. Amazing brand loyalty after the app launched: 91% of registered users continuing to use the application.