As a way to promote the new ZJet shoe, we activated consumers, allowing them to socially order a pair of ZJet shoes delivered to their doorstep via an air powered fleet of ZJet adorned runners. With no media budget, we promoted the story with press to build excitement around the event.

Reebok utilized social media as the ignition point for a real world activation that would allow consumers to socially order a pair of ZJet shoes delivered to their doorstep via an air-powered fleet of ZJet-adorned runners. Reebok named the service the “Human Delivery Service.” For one day in August, New Yorkers were given 24 hours to tweet us their shoe size using the hashtag #ReebokHDS. With no media budget, we seeded the story with press to build excitement around the event.

The Human Dispatch Service was featured on Fast Company, Adweek, Self, Time Out New York and many other popular blogs. In all, the service covered 81 miles of Manhattan and delivered 400 million social media impressions, representing more than 19 times the original goal.