We made athletes sweat for their rewards by creating the 100LB Coupon. Forged from steel and weighing 100 pounds (45 kilograms), this fully redeemable coupon got anyone brave enough to haul it to a DICK’S Sporting Goods retail store 100 percent off (up to $500) Second Skin gear.

We first activated the coupons in El Segundo, California, on Aug. 26, 2017, and concluded at CrossFit’s Wodapalooza in Miami on Jan. 14, 2018. Before each event, we promoted the activation on Facebook for mass reach. During each competition, we had major brand influencers and brand ambassadors push clues like GPS coordinates on their Instagram Stories, alerting athletes in real time where they could get their own 100LB Coupon. Every few minutes after launching a new coupon, we’d post more clues to help athletes claim one. After finding them, athletes were then instructed to cash them in at a DICK’S Sporting Goods because the coupons were fully redeemable. In total, we deployed 20 coupons across five events. All were redeemed.

25 percent increase in Instagram followers

4.5 million impressions

More than 2 million video views