Sports brand Reebok created the quirky Human Dispatch Service to promote their newest footwear offering of ZJet trainers. Online shoppers that tweeted @Reebok and used #ReebokHDS were delivered a pair to sample and try on. A team of runners was sent out to personally deliver the sample pair and take them back if they were not suitable.
The stunt highlights nicely the advances in technology promised by the shoes, with underfoot air channels that adapt to each runners’ individual footsteps. They retail between £95 and £135 in the UK. Whilst this campaign was run for a single day in New York, its combination of athletic couriers and personal service was a promotional success.
Agency responsible: Venables Bell and Partners