Hunt Greatness: Reebok's Innovative IoT Marketing Strategy
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
- Consumer Goods
- Retail
Applicable Functions
- Sales & Marketing
Use Cases
- Retail Store Automation
- Theft Detection
Services
- Training
About The Customer
The customer in this case study is Reebok, a global athletic footwear and apparel company. Reebok is known for its innovative and high-quality products that cater to a wide range of sports and fitness activities. In this particular case, Reebok collaborated with Houston Texans defensive end JJ Watt to design and promote a new training sneaker, the JJ I. The promotion of this new product was a challenge due to the highly competitive nature of the athletic footwear market. However, through a well-planned and executed marketing campaign, Reebok was able to successfully promote the JJ I and align it with their brand message.
The Challenge
Reebok, in collaboration with Houston Texans defensive end JJ Watt, was faced with the challenge of promoting their new training sneaker, the JJ I, in a highly competitive athletic footwear market. The campaign needed to not only make the JJ I stand out amongst its competitors but also align with JJ’s 'Hunt Greatness' platform and Reebok’s 'Be More Human' brand message. The challenge was to balance these messages across various platforms including TV, online, retail, and print, as well as through retail activations at select Academy Sports & Outdoor locations.
The Solution
Reebok developed a three-stage 'Hunt Greatness' campaign to promote the JJ I. The first stage introduced JJ and the 'Hunt Greatness' platform in an inspiring and compelling prologue to the campaign. The second stage announced the tools that the 'hunters' would need and the hurdles they would need to overcome. The final stage invited hunters of all ages to name their greatness. The Reebok JJ I Trainer, priced at $99 to match JJ’s jersey number, debuted at midnight, ET on July 15. The shoe was completely sold out on Reebok.com within 24 hours, demonstrating the success of the campaign.
Operational Impact
Quantitative Benefit
Case Study missing?
Start adding your own!
Register with your work email and create a new case study profile for your business.
Related Case Studies.
.png)
Case Study
Improving Vending Machine Profitability with the Internet of Things (IoT)
The vending industry is undergoing a sea change, taking advantage of new technologies to go beyond just delivering snacks to creating a new retail location. Intelligent vending machines can be found in many public locations as well as company facilities, selling different types of goods and services, including even computer accessories, gold bars, tickets, and office supplies. With increasing sophistication, they may also provide time- and location-based data pertaining to sales, inventory, and customer preferences. But at the end of the day, vending machine operators know greater profitability is driven by higher sales and lower operating costs.
Case Study
Improving Production Line Efficiency with Ethernet Micro RTU Controller
Moxa was asked to provide a connectivity solution for one of the world's leading cosmetics companies. This multinational corporation, with retail presence in 130 countries, 23 global braches, and over 66,000 employees, sought to improve the efficiency of their production process by migrating from manual monitoring to an automatic productivity monitoring system. The production line was being monitored by ABB Real-TPI, a factory information system that offers data collection and analysis to improve plant efficiency. Due to software limitations, the customer needed an OPC server and a corresponding I/O solution to collect data from additional sensor devices for the Real-TPI system. The goal is to enable the factory information system to more thoroughly collect data from every corner of the production line. This will improve its ability to measure Overall Equipment Effectiveness (OEE) and translate into increased production efficiencies. System Requirements • Instant status updates while still consuming minimal bandwidth to relieve strain on limited factory networks • Interoperable with ABB Real-TPI • Small form factor appropriate for deployment where space is scarce • Remote software management and configuration to simplify operations
Case Study
Digital Retail Security Solutions
Sennco wanted to help its retail customers increase sales and profits by developing an innovative alarm system as opposed to conventional connected alarms that are permanently tethered to display products. These traditional security systems were cumbersome and intrusive to the customer shopping experience. Additionally, they provided no useful data or analytics.
Case Study
How Sirqul’s IoT Platform is Crafting Carrefour’s New In-Store Experiences
Carrefour Taiwan’s goal is to be completely digital by end of 2018. Out-dated manual methods for analysis and assumptions limited Carrefour’s ability to change the customer experience and were void of real-time decision-making capabilities. Rather than relying solely on sales data, assumptions, and disparate systems, Carrefour Taiwan’s CEO led an initiative to find a connected IoT solution that could give the team the ability to make real-time changes and more informed decisions. Prior to implementing, Carrefour struggled to address their conversion rates and did not have the proper insights into the customer decision-making process nor how to make an immediate impact without losing customer confidence.
