100# Coupon

Second Skin, the newest maker of athletic wear, needed to get endurance athletes’ attention. This niche group is tribal and demands authenticity from brands. So to introduce Second Skin to our target in a memorable way, build social following and drive product trial, we needed an activation that would fit into their lifestyle.
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.
The 100LB Coupon targeted endurance athletes who participate in CrossFit, Spartan Races and Ironman Triathlons. These athletes flip tractor tires, run 30 miles without stopping, crawl in the mud under barbed wire and jump through fire for fun. Their approach to self-improvement is borderline masochistic. Knowing they’re extreme athletes who live for an extreme challenge, we gave them one by letting them earn free gear the hard way.

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.