What is Reebok CrossFit?O CrossFit: CrossFit is a new type of exercise that combines weightlifting, sprinting, gymnastics, nutrition and varied workouts every single day.O Reebok: Makes apparel specific for partaking in CrossFit and CrossFit Games.O CrossFit Games: Competitions all over the world where people complete workouts against each other.
Reebok CrossFit Cont.O WOD: Workout of the Day. CrossFit is based on full body funtional movement where workouts are never the same everyday.O Apparel that Reebok sells: Hats, shoes, shirts, pants, gloves and it all is in the vein of CrossFit.
Target AudienceO Already physically active community that has yet to adopt the teachings and methods of CrossFit.O One of the hardest things to do is to get people who are not at all physically active to want to engage in physical activity. It will be much easier to get people who are already somewhat active to become more interested in a new type of fitness.
KPIO Sales of ApparelO Trends on TwitterO Facebook LikesO Google Analytics
Big Idea: WOD ContestO People will post their WOD and completion time for a month. (Everyday)O People must upload a photograph to Instagram of themselves in Reebok CrossFit gear doing the WODO Must Tweet the pic using the hashtag- #reebokcrossfitWODO Upon Completion: person receives deals for Reebok CrossFit apparel.
Big Idea: StrategyO It is my belief that people who do CrossFit will go through a lot of clothing in a months time. Why not reward these hard- working people with coupons and deals for more clothes?O People are proud to be a part of the CrossFit community so I believe that people will help promote for us by showing off and wearing our products in the event that they receive deals on gear.
Tools and TacticsO One picture doing an exercise everyday using Instagram and wearing Reebok CrossFit apparel.O Post pic to Twitter with the hashtag #Reebok CrossFit.O One pic everyday of the month.O People must post their Instagram pic and Tweet to Facebook status everyday.
BudgetO 6 million on TV adsO 50k for the merchandise available upon completion of the WOD contestO 6 million to sponsor CrossFit gyms around the countryO 6 million online ads (Twitter, Facebook and Google)
SummaryO By promoting the “WOD 30-day Reebok CrossFit Challenge” we will create more of a buzz and more of an incentive to engage in CrossFit, buy Reebok CrossFit apparel and have the underlying theme of promoting health. Using free social media outlets, people already have the tools they need to get involved in this contest, get sweet deals and become healthier all with the Reebok name involved. Advertising online, in gyms around the country and on TV will get the name out there and inform people of the 30-day challenge.