Reebok film gets blood pumping

Has your heart ever been left pounding after watching a fast-paced film at the cinema?

For some movie-goers in Korea, this was quite literally the case after sports brand Reebok challenged the typically sedentary cinematic experience. How? By unveiling interactive live event technology that had a great deal riding on it, right in the middle of a film. 

To promote its new Z Pump Fusion footwear, Reebok surprised viewers when the film they were watching stopped in mid-flow, with a 'buffering' icon appearing on screen. Spotlights then shone brightly on a pair of treadmills that had appeared in front of the screen. It soon became clear to those in attendance that the movie
would only continue to roll on the big screen if it was provided with suitable 'power.'

Running on the treadmills wasn’t a voluntary deal – audience members were actually selected, singled out and publicly asked to run. While many would normally turn down such an offer, it’s hard to say no when the fate of the movie lies in your hands. Or feet, more accurately.

I like the way in which Reebok effectively encouraged people to get off their seats and exercise, bringing the brand message of 'Get Moving, Get Pumped' to life.

It’s likely that not one of the movie-goers anticipated they would be partaking in hard physical exercise when they bought their tickets, but it serves as a great example of how live event technology can be used to create truly memorable moments for participants and viewers alike.

It’s not the first time that Reebok has orchestrated an exercise-themed stunt in an unlikely location – the Subway Pump Battle took aim at the 74% of Korean office workers that admitted to a lack of exercise in a survey. Far closer to home, our own Z Pump Fusion challenge experiential campaign for Reebok also recently got the blood pumping.

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