Case Histories

Subway | Reebok | Ironman | Timex | NASCAR

Running Easy With Reebok

Build anticipatory "buzz" for the brand's revitalized positioning.
Create an authentic groundswell of media and consumer visibility for "Run Easy," through a social media campaign.
Get people talking about a new attitude: what Reebok calls "running at the speed of chat."

Catalyst identified key online constituencies.
Viral messaging was developed and targeted to running, sports, health, fitness and nutrition social media outlets.
Reebok also announced the creation of an interactive website goruneasy.com, the first of its kind "mashup" between Reebok, online maps and Flickr.
Content was customized for each, to make the "Run Easy" message meaningful to a variety of consumers, in order to engage them directly in online conversations.
Catalyst hosted a media launch event at the Reebok Sports Club in NYC, with former Miss USA , Susie Castille, and Atlanta Falcons football star DeAngelo Hall, to officially unveil the advertising campaign and launch the "Run Easy" movement.

To date, more than 750,000 visits to goruneasy.com, with thousands of blogs initiated since the campaign launch.