Sportswear and fitness brand Reebok India has launched an online concept, ‘Flex-a-Move’ for its 1.5 million Facebook community urging its fans and encouraging many more to join the fitness revolution.
With an aim to leave an impression on the web space, Reebok India launched an online flash mob, ‘Flex a Move’, a dancing feat that will be created for the fans, by the fans and from the fans. This application provides fans with a unique opportunity to be a part of history from their own living room and take their first step towards fitness.
‘Flex A Move’ is an engagement platform to encourage the fans to usher fitness into their lives with rhythm and RealFlex. While Natural Movement Perfected is the philosophy behind RealFlex, the USP of the RealFlex range of shoes and apparel is its flexibility. Through this application, Reebok has merged the RealFlex philosophy with the products key attribute and replicate it in real life, asking its fans to showcase their flexibility through the medium of dance and get rewarded.
To execute the plan, Facebook fans were prompted to follow five pre-defined steps and upload their own dancing videos over a period of a month. Today, the application boasts of being an engaging application that is creating buzz and has gained a cult status within the brand’s Facebook community. The success of the application is further amplified by the fact that Reebok India has grown by more than one lakh fans and has collected more than 250 plus dancing videos in just 3 weeks.
On May 1, 2012 a synchronised repertoire of all these videos was aired on the Reebok India Facebook page; giving birth to the online flash mob.