Mobile Marketing Results 'Run Easy' For Reebok

Results are in for the recent "Run Easy" campaign from Reebok.

The Mobile Messenger is reporting official results for the effort, which was aimed at reinvigorating its brand and focusing on the joy and fun of running, included outdoor advertising in the U.S., Canada, Korea and India.

The outdoor promotions invited users to send a text message to join the "Run Easy" movement, or information on where they to run, what music they listen to, and what they talk about while running.

According to the pub, the information was posted on the GoRunEasy website, effectively creating a global community of runners.

In the U.S., runners also received a link to a mobile website asking them to enter their location, which was then sent to the website and plotted in a mashup with Google Maps.

The effort, from Carat, Isobar and Neighborhood America resulted in nearly 50,000 total unique responses, with thousands joining in the campaign's first week. New York, with its heavy foot traffic, saw the highest participation rates.

Now, in the results posting, it's important to point out that there's no information given on the cost-per-acquisition, i.e., how much was spent on the outdoor advertisements. Without this information, it would be also hard to guess total response rate (though that's hard with outdoor anyway).

Still, this is a nice, targeted, brand-appropriate campaign, and a model for other brands hoping to provide a way for consumers to connect in a fully-branded experience.

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Rick Mathieson.com