Shoepon – the first shoe that is also a coupon. It rewards you for doing sports – with a Sky Sports subscription. When the sole is worn down, it reveals a code to unlock this live sports content.
Problema
70% of sports-fans don’t do sports themselves: a huge unexploited
Resultado
The first edition of 1000 shoes was fully redeemed after six weeks. 40% of customers bought another Salomon product. This way we turned sports-fans into people actually doing sports – and into loyal Salomon customers.