Using the iPhone’s built-in accelerometer, Valentine deployed a pedometer app that challenged customers to earn a free poutine by burning the equivalent number of calories contained in one. The number of steps needed varied according to the user’s age and gender.

The launch included a microsite, promotional videos, social media, web and mobile advertising, PR and ambient media (including events in which people were invited to walk off their poutine using a treadmill).

“Walk off your poutine” quickly found its way in the Quebec market. It made the brand attractive to the right consumers, who were strongly engaged by the experience, and generated quality business, well beyond Valentine’s investment.

- #1 app in Canada in its category in less than a week, ahead of giants Starbucks, 7-Eleven and Urbanspoon

- Press coverage in top-tier Quebec media as well as social media brand equity for a value of over 150K

- 50,000+ downloads

- 5,000+ transactions

- 300 million+ steps

- 10 million+ calories burnt