Reebok makes a Facebook splash with online flash mob
Reebok has been at the forefront of digital innovation and ‘Flex a Move’ is another step towards this. As a brand Reebok greatly values user generated content as it takes the brand and user relationship to the next level. ‘Flex a Move’ is a unique engagement platform to encourage fans to usher fitness into their lives with rhythm and RealFlex. While ‘Natural Movement Perfected’ is the philosophy behind RealFlex, the USP of the RealFlex range of shoes and apparel is their flexibility. Through this application, Reebok has successfully merged the RealFlex philosophy with the products’ key attribute, asking its fans to showcase their flexibility through the medium of dance and get rewarded.
To execute the plan, Facebook fans were prompted to follow five pre-defined steps and upload their own dancing videos over a period of a month. Today, the application boasts of being a highly engaging and unique application that is creating a never before buzz and has gained a cult status within the brand’s Facebook community. The success of the application is further amplified by the fact that Reebok India has grown by more than one lakh fans and has collected more than 250-plus dance videos in just three weeks.
On May 1, 2012 a synchronised repertoire of all these videos was aired on the Reebok India Facebook page, giving birth to the first-ever online flash mob and creating history in the virtual space. Log onto www.facebook.com/officialreebokindia and click on Flex – A – Move to witness the event.