POKE Reebok Presentation

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POKE Reebok Presentation

  1. 1. Hi.Hi.We’re POKE.
  2. 2. 1/ your challenge to us 2/ having a “digital presence” 3/ unconventional wisdom 4/ questions? agenda:
  3. 3. your challenge to us: Create the most highly innovative digital presence of any retail brand in the world.
  4. 4. your challenge to us: Help people connect with us, our products and most importantly one another via any platform or screen.
  5. 5. we heard: We want a digital presence that fuels the lifestyles of Fitness Fanatics, Fitness Sometimes, and the Unengaged, however they’re looking to get fit.
  6. 6. digital presence What exactly does having a digital presence mean to the world of fitness and retail?
  7. 7. dailymile
  8. 8. run keeper
  9. 9. lose it!
  10. 10. google plus & gphangouts.com
  11. 11. micoach
  12. 12. fitbit
  13. 13. jawbone
  14. 14. withings
  15. 15. tesco
  16. 16. makerbot thing-o-matic
  17. 17. be your own souvenir
  18. 18. self expression once defined the digital fitness arena
  19. 19. self expression once defined the digital fitness arena
  20. 20. self expression once defined the digital fitness arena
  21. 21. today, more important things have taken priority
  22. 22. today, more important things have taken priority
  23. 23. today, more important things have taken priority
  24. 24. unconventional wisdom.
  25. 25. unconventional wisdom: Today’s fitness enthusiasts and newbies are seeking innovative technology that fuels their fitness lifestyle – whether they know it or not.
  26. 26. unconventional wisdom: ...and today’s fitness enthusiasts and newbies expect that technology to have a direct connection to the achievement of their goals – whatever those are.
  27. 27. unconventional wisdom: If Reebok is to become the brand for the fitness lifestyle, we have to connect with enthusiasts and newbies where they’re getting fit. And they won’t be doing that on a website.
  28. 28. it’s time to live here
  29. 29. Reefit The first fitness program built for you that comes with shoes built for you – from the inside out.
  30. 30. ‣ Personalized to support the fitness lifestyle of newbies and enthusiasts alike. ‣ Connects newbies and enthusiasts to Reebok and one another. ‣ Mobile brings Reebok into the act of getting fit, not just onto the screen. how do you want to get Reefit? Your goals. Your fitness. In your shoes. And it all starts in the palm of your hand.
  31. 31. the app store is the new retail store Generate attention and marketing buzz for our new digital strategy by becoming the first brand to sell something in the app store that isn’t just an app.
  32. 32. Reebok Reefit ZigSlash No Rating Reebok Reefit EasyTone No Rating Reebok Reefit ZigFly No Rating Reebok Reefit ZigPlus No Rating Reebok Reefit ZigDynamic No Rating Reebok Reefit RealFlex No Rating $140 $140 $140 $140 $140 $140 Reefit isn’t just an app
  33. 33. Reebok Reefit ZigSlash No Rating Reebok Reefit EasyTone No Rating Reebok Reefit ZigFly No Rating Reebok Reefit ZigPlus No Rating Reebok Reefit ZigDynamic No Rating Reebok Reefit RealFlex No Rating $140 $140 $140 $140 $140 $140 Reefit isn’t just an app
  34. 34. Reebok Reefit ZigSlash No Rating Reebok Reefit EasyTone No Rating Reebok Reefit ZigFly No Rating Reebok Reefit ZigPlus No Rating Reebok Reefit ZigDynamic No Rating Reebok Reefit RealFlex No Rating $140 $140 $140 $140 $140 $140 Reefit isn’t just an app reebok
  35. 35. $140 Reefit RealFlex Reebok Fitness Welcome to Reefit, the first fitness experience designed to fit your feet and your goals from the inside out. From ensuring the proper fit with our patented fitbeds to getting your trainers right to your door – from planning your routine to making sure you have a someone to commiserate with when the going gets tough, Reefit is with you every step of the way. Think of your new Reefits as the perfect shoes for you – with your fitness routine built right in. Reefit isn’t just an app REEBOK REALFLEX
  36. 36. REEBOK REALFLEX RealFlex all all about natural movement. REEBOK REALFLEX RealFlex all all about natural movement. Reefit isn’t just an app
  37. 37. REEBOK REALFLEX RealFlex all all about natural movement. REEBOK REALFLEX RealFlex all all about natural movement. REEBOK REALFLEX RealFlex all all about natural movement. Reefit isn’t just an app
  38. 38. REEBOK REALFLEX RealFlex all all about natural movement. REEBOK REALFLEX RealFlex all all about natural movement. REEBOK REALFLEX RealFlex all all about natural movement. REEBOK REALFLEX RealFlex all all about natural movement. Reefit isn’t just an app
  39. 39. REEBOK REALFLEX RealFlex all all about natural movement. REEBOK REALFLEX RealFlex all all about natural movement. REEBOK REALFLEX RealFlex all all about natural movement. REEBOK REALFLEX RealFlex all all about natural movement. Reefit isn’t just an app
  40. 40. REEBOK REALFLEX RealFlex all all about natural movement. REEBOK REALFLEX RealFlex all all about natural movement. REEBOK REALFLEX RealFlex all all about natural movement. REEBOK REALFLEX RealFlex all all about natural movement. Reefit isn’t just an app
  41. 41. REEBOK REALFLEX RealFlex all all about natural movement. REEBOK REALFLEX RealFlex all all about natural movement. REEBOK REALFLEX RealFlex all all about natural movement. Reefit isn’t just an app
  42. 42. Reefit isn’t just an app
  43. 43. Reefit isn’t just an app
  44. 44. turn your Reeboks into “Me-boks” Every pair of Reefit shoes is designed for your foot (and only your foot). After all, how can you get Reefit if you don’t have a great fit?
  45. 45. turn your Reeboks into “Me-boks” THANKS FOR YOUR ORDER. Your custom fitbed molds are on their way. You have 12 hours remaining to return your Reefit RealFlex. FITBEDS GOAL TRACK
  46. 46. turn your Reeboks into “Me-boks”
  47. 47. turn your Reeboks into “Me-boks” Your custom fitbeds have arrived at: 11 Harrison St., NY NY 10013 Reebok Reefit
  48. 48. turn your Reeboks into “Me-boks” You’re ready to mold your custom fitbeds. It’s really simple, but we’ve created this walk- through so you’re sure they come out perfect. Have a question?: GIVE US A SHOUT FITBEDS CRAFT GOALFITBEDS GOAL TRACK TIME TO Reefit: 7 Days 13 Hours
  49. 49. turn your Reeboks into “Me-boks” You’re ready to mold your custom fitbeds. It’s really simple, but we’ve created this walk- through so you’re sure they come out perfect. Have a question?: GIVE US A SHOUT FITBEDS CRAFT GOALFITBEDS GOAL TRACK TIME TO Reefit: 7 Days 13 Hours
  50. 50. turn your Reeboks into “Me-boks” need image describing “send your shoes back here” Once you’re finished, retun your fitbeds to: ONCE YOU’RE FINISHED SEND YOUR FITBEDS TO: Reebok 1185 Avenue of the Americas #3, New York, NY. 10013 FITBEDS CRAFT GOALGOAL TRACK REPLAY VIDEO FITBEDS ONCE YOU’RE FINISHED, PUT YOUR FITBEDS IN THE SUPPLIED BOX AND DROP THEM IN THE MAIL. WE’LL TAKE CARE OF THE REST. TIME TO Reefit: 6 Days 9 Hours
  51. 51. Reebok Reefit how do you want to get Reefit?
  52. 52. Reebok Reefit We received your custom-molded fitbeds. A designer will begin crafting your shoes shortly. Reebok Reefit how do you want to get Reefit?
  53. 53. You bought the Reefit RealFlex. Tell us about how you’re going to use them. OK, TELL US YOUR GOAL (Don’t worry you can always change this later) WHAT’S YOUR REEFIT? NEXT how do you want to get Reefit? FITBEDS GOAL TRACK TIME TO Reefit: 4 Days 3 Hours
  54. 54. how do you want to get Reefit? You bought the Reefit RealFlex. Tell us about how you’re going to use them. OK, TELL US YOUR GOAL (Don’t worry you can always change this later) NEXT CROSS TRAINING RUNNING TENNIS BASKETBALL WALKING WHAT’S YOUR REEFIT? FITBEDS GOAL TRACK TIME TO Reefit: 4 Days 3 Hours
  55. 55. You bought the Reefit RealFlex. Tell us about how you’re going to use them. OK, TELL US YOUR GOAL (Don’t worry you can always change this later) CROSS TRAINING NEXT how do you want to get Reefit? FITBEDS GOAL TRACK TIME TO Reefit: 4 Days 3 Hours
  56. 56. how do you want to get Reefit? You bought the Reefit RealFlex. Tell us about how you’re going to use them. (Don’t worry you can always change this later) CROSS TRAINING NEXT TO LOSE WEIGHT TO STAY FIT TO TRAIN FOR A SPORT TO INCREASE LEAN MUSCLE MASS OK, TELL US YOUR GOAL FITBEDS GOAL TRACK
  57. 57. You bought the Reefit RealFlex. Tell us about how you’re going to use them. TO LOSE WEIGHT (Don’t worry you can always change this later) CROSS TRAINING NEXT how do you want to get Reefit? FITBEDS GOAL TRACK TIME TO Reefit: 4 Days 3 Hours
  58. 58. ARE YOU MALE OR FEMALE? NEXT WHAT DO YOU WEIGHT NOW? BACK So you want to lose weight. We just have a couple of questions: WHAT’S YOUR GOAL WEIGHT? how do you want to get Reefit? FITBEDS GOAL TRACK TIME TO Reefit: 4 Days 3 Hours
  59. 59. MALE 190 LBS So you want to lose weight. We just have a couple of questions: 180 LBS how do you want to get Reefit? FITBEDS GOAL TRACK NEXTBACK TIME TO Reefit: 4 Days 3 Hours
  60. 60. how do you want to get Reefit? FITBEDS GOAL TRACK Connect to Facebok Connect to Twitter Connect to Google+ CONNECT Your Google+ email address CONNECT CONNECT Last thing to do. Get the most out of Reefit by connecting. TIME TO Reefit: 4 Days 3 Hours
  61. 61. keep track of your Reefit goal You’re never without your mobile. And now, you’re always tracking your Reefit goal as well.
  62. 62. this made fitness social and data-driven...
  63. 63. so did this...
  64. 64. ...why can’t this do the same – no matter where you are?
  65. 65. keep track of your Reefit goal
  66. 66. keep track of your Reefit goal Reebok Reefit Your Reefit RealFlex have been delivered. Time to get out there!
  67. 67. Your RealFLEX Reefits have been delivered. Reebok Reefit START TRAINING Your Reefit shoes have been delivered, your app is ready to track your goal. Switch on your Reefit app every time you’re out, and we’ll take care of the rest. Good luck! Welcome back, Danny Your Goal: GOAL PROGRESS Teamfit keep track of your Reefit goal JOIN A Teamfit
  68. 68. GOAL PROGRESS Teamfit keep track of your Reefit goal
  69. 69. GOAL PROGRESS Teamfit keep track of your Reefit goal
  70. 70. GOAL PROGRESS Teamfit keep track of your Reefit goal
  71. 71. GOAL PROGRESS Teamfit keep track of your Reefit goal
  72. 72. keep track of your Reefit goal Teamfit SPIN WITH ALICE JONES 23:36 DONE powered by gpworkouts.com
  73. 73. keep track of your Reefit goal TRAIN LIKE A PRO Teamfit SPIN WITH ALICE JONES 23:36 Teamfit SPIN WITH ALICE JONES 23:36 DONE DONE powered by gpworkouts.com powered by gpworkouts.com
  74. 74. GOAL PROGRESS Teamfit YOUR FRIENDSGROUP WORKOUTS Anyone want to do a 30min Spin Workout? RYAN HURLEY: 13 MINUTES AGO ONLINE NOW JOIN I’VE LOST MY FIRST 10LBS! FEELS GOOD SARA FRAGATTA: Need to get motivated to run home tonight. Very tempted to get the subway instead! #ReeFit WHITNEY ANDREWS: get Reefit with me
  75. 75. GOAL PROGRESS Teamfit YOUR FRIENDSGROUP WORKOUTS 21 JULY 2011 AT 3PM JOIN JOIN JOIN Teamfit SPIN WITH RYAN HURLEY 25 JULY 2011 Teamfit YOGA 29 JULY 2011 AT 6:30 PM Teamfit SPINNING WITH ALICE J AT 6:30PM get Reefit with me
  76. 76. get Reefit with me 21 JULY 2011 AT 3 PM GROUP SPIN WITH ALICE HURLEY 25 JULY 2011 AT 6:30 PM GROUP YOGA 26 JULY 2011 AT 3 PM GROUP SPINNING JOIN JOIN JOIN 28 JULY 2011 WELCOME TO GPWORKOUTS.COM powered by
  77. 77. get Reefit with me
  78. 78. keep track of your Reefit goal GOAL PROGRESS Teamfit
  79. 79. keep track of your Reefit goal GOAL PROGRESS Teamfit
  80. 80. keep track of your Reefit goal GOAL PROGRESS Teamfit
  81. 81. get Reefit on the big screen You can track your goal on the small screen while you’re out and about, but checking at home is just easier on the big screen...
  82. 82. get Reefit on the big screen
  83. 83. newbies can get Reefit too Data is compelling. Through Reefit, Reebok now has access to copious amounts of data to analyze, to encourage newbies, and to power an engaging site experience.
  84. 84. TODAY ON REEFIT CONVERSATION EVERYTHING YOU NEED TO MAKE SURE YOU HIT YOUR REEFIT GOAL, AND ALL IN ONE PLACE. REEFIT WITH TIERRY TRAIN LIKE A PRO THE REEFIT APP newbies can get Reefit too TRAIN LIKE A PRO TODAY ON REEFIT CONVERSATION REEFIT WITH TIERRY EVERYTHING YOU NEED TO MAKE SURE YOU HIT YOUR REEFIT GOAL, AND ALL IN ONE PLACE. THE REEFIT APP
  85. 85. TODAY ON REEFIT CONVERSATION EVERYTHING YOU NEED TO MAKE SURE YOU HIT YOUR REEFIT GOAL, AND ALL IN ONE PLACE. REEFIT WITH TIERRY TRAIN LIKE A PRO THE REEFIT APP newbies can get Reefit too TRAIN LIKE A PRO TODAY ON REEFIT CONVERSATION REEFIT WITH TIERRY EVERYTHING YOU NEED TO MAKE SURE YOU HIT YOUR REEFIT GOAL, AND ALL IN ONE PLACE. THE REEFIT APP
  86. 86. questions?

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