100-lb Coupon - SOCIAL FIRST

Endurance athletes live for extreme challenges. And Second Skin, a new maker of athletic wear, needed to get their attention. This social-first campaing went to the extreme and created a 100-lb. coupon. Athletes earned their 100-lb. coupons by following clues on Instagram Stories created by Influencers. However, the hardest part wasn’t finding them. It was redeeming them. Because each athlete had to lug his/her 100-lb. coupon back to a local Dick’s Sporting Goods to cash it in.