As part of activation campaign to promote their new ZPump runners Rebook surprised cinema goers at a major cineplex in the city of Seoul in South Korea with the campaign, Run the Movie, tie-ing into its motto “Get Moving, Get Pumped”.
As a screening was starting the projection is interrupted and the loading wheel appears on screen just like web video.
Spotlights lit up on a pair of treadmills in front of the first row of theatre seats and a collection of pairs of Reeboks waiting to be put on the feet. After a volunteer tried it out, others followed him, and some were “invited” by their seat numbers to put on the sneakers, and keep the video playing by running on the treadmills – thus Run the Movie, so it did, as people in the audience swapped places as the runners on the treadmills to keep it playing.Runners got to keep the Reeboks as a reward.
Watch how it went in the video below:
Involved Agency: 이노레드(INNORED)
Sources: Adnews and The Stable