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Reebok's digital campaign makes fans dance to its moves with Isobar

As part of the 'Flex a Move' campaign, the brand has created a Facebook online flash mob

BestMediaInfo Bureau | Delhi | May 24, 2012

Sportswear and fitness brand Reebok India has launched an online campaign, 'Flex a Move', for its 1.5 million Facebook community, urging its fans and encouraging many more to join the fitness revolution. The campaign has been executed by Isobar India a full service digital agency offering 360 degree digital solutions with strong media, creative, search and social media capabilities.

To leave an impression on the web space as a part of the campaign, Reebok India launched an online flash mob, 'Flex a Move', a dancing feat created for the fans, by the fans and from the fans. This application provides fans with a unique opportunity to be a part of history from their own living rooms and take their first step towards fitness.

'Flex a Move' is an engagement platform that encourages the fans to follow five pre-defined steps and upload their own dancing videos over a period of a month. On May 1, a synchronised repertoire of all these videos was aired on the Reebok India Facebook page, giving birth to an online flash mob.

Commenting on the insight behind the campaign, Gopa Kumar, director, Isobar India, says, "We wanted to reinforce the philosophy of RealFlex in an innovative way and create an engagement platform for the fans. Hence the idea of the first-ever online flash mob. This activity was also used as a platform to communicate and encourage fans to join the fitness revolution. The response from the fans has been outstanding, to say the least."

Since the launch of the campaign, Reebok India has grown by more than one lakh fans and has collected more than 250 dancing videos in only three weeks.

Another digital initiative launched as a part of the campaign is an application on Facebook, through which fans can create their virtual fitness avatar to start a daily fitness regime for the avatar and the real user. The virtual avatar does a set of 14 different exercises, which helps the user follow a strict toning and calories burning regimen. The fixed workout schedule followed by the avatar is advised by a Reebok-certified fitness instructor and is targeted to help a user burn up to 200 calories in a 20-30-minute workout.

Isobar has also been recognised as a Facebook Preferred Marketing Developer in six other markets worldwide, including the United Kingdom, Finland, Hungary, Poland, Norway and the United States.

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