The idea was to create a running challenge during the 2017 Black Friday period in Brazil. In the “Black Friday Run”, the distance that you managed to run would turn into discounts at the chain’s stores. For instance, if you ran 18k, you would get 18% discount in products at the store. You ran 42k? You’d get 42% discount. And so on. To participate, the runners had to connect a running application to the official website of the challenge (velocita.com.br/blackfridayrun), then run as many kilometers as they could during the Black Friday Run period and, in the end, they received a voucher by e-mail, with the kilometers they ran transformed into a percentage of discounts to use at the chain’s stores.

The event was promoted on the brand’s social networks in Brazil (Facebook and Instagram), with posts explaining the main information about the challenge and with links to its official website. Besides the online promotion, focused on fans of the brand and runners with potential to become customers, posters were put up at the stores with the same information as the website. The sales assistants of the chain’s three stores in Brazil also received instructions about the event and all of its rules to explain to the current customers and new visitors how the challenge worked and what was necessary to participate. They were also trained to receive the customers after the challenge and help them use the discounts to buy products in the stores. The exchange via e-commerce was done by the clients themselves, using the digital voucher they received by e-mail after participating in the challenge.

• 160% increase in sales (compared to the same Black Friday period of the previous year)

• 36.562 new clients = +97%

• +132.6% visits to the website = 211.196 new visitors

• 14.017km were ran in the Black Friday Run = 14.017% in discounts at Velocità stores in Brazil