Cannes Lions

HUNT FOR THE PUMP

VENABLES BELL & PARTNERS, San Francisco / REEBOK / 2015

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Overview

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Credits

Overview

Description

Hunt for the Pump socially launched the new Reebok ZPump shoe, and the overall return of the iconic Pump, in the spring of 2015. In this first-ever run through Instagram, users were challenged to virtually make their way through San Francisco by finding the hidden Pump in a series of photo grids on the social platform. Those who found all the Pumps and made it to the finish line were given a chance to win the new ZPumps and learn more about the shoes.

Execution

Seventeen Instagram accounts (from start to the finish) were created and linked together to create the run. Each account was filled with sliced-up photos of different San Francisco locations. To give the viewer a first-person feeling of running through the city. In one photo in each account, a Pump was hidden, which led people to the next account via tag. A website tracked people’s progress via likes, as well as offered more information about the ZPump and allowed people to enter to win the shoes. At launch, influencers used specially created photos to promote the run on their own accounts.

Outcome

Hunt for the Pump promoted the launch of the Reebok ZPump, while also providing people with a truly entertaining experience on Instagram. During the campaign, thousands of users played Hunt for the Pump. We saw an extremely high completion rate for those who did participate.

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