News & Views

Intersport / Symphonic Sprint

by Contagious I/O

This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world

Retailer gives discounts based on customers’ running speed

 French sporting goods retailer Intersport is offering discounts to customers who run 1km in under five and a half minutes.

To celebrate the end of winter, and the start of outdoor running season, the retail brand worked with agency Les Gaulois in Paris and DJ Nömak to remix Vivaldi’s La primavera (Spring) concerto.

Customers could listen to the track on either Soundcloud, Spotify or Deezer while out for a run. If they could run a kilometre before the song finished, they qualified for a 20% discount on all Nike Running gear in Intersport stores. All they needed to do was track themselves on any running app and submit a screenshot of their time through the #RunTheSpring microsite.

Everyone who gets a fast enough time gets access to the discount, but participants can also enter a competition to win one of 100 pairs of Nike Pegasus running shoes.

 

Contagious Insight / 

Easy access / Intersport makes it as easy as possible for customers to get involved in this challenge. The 1km distance is short enough to not be intimidating, regardless of your fitness level, and the sub 5:30 time is not unattainable. Participants don’t have to download a new app, either; they can use their preferred music app to access the Vivaldi remix and their preferred running app to track their time.

So, all the customers have to do is go outside for a short run (which customers of a sporting goods store probably aren’t averse to) and submit a screenshot to the campaign website, along with some personal information. It’s a small ask for a sizable discount, so a good value exchange for the customer. And, if the 20% discount at Intersport isn’t enticing enough, the retailer has added an extra temptation in the form of some Nike running shoes.

Capitalising on commitment / In his book Influence, Robert Cialdini cites a study by Elliot Aronson and Judson Mills to test whether ‘persons who go through a great deal of trouble or pain to attain something tend to value it more highly than persons who attain the same thing with a minimum of effort’. The experiment found that people who had to undergo a severe initiation to attain membership of a group liked the group more than those who hadn’t.

Cialdini uses this data to support his third principle of influence ‘commitment and consistency’, part of which states: ‘the more effort that goes into a commitment, the greater is its ability to influence the attitudes of the person who made it’. Though running a kilometre in under five and a half minutes isn’t a ‘severe’ task, it does require the customer to exert some effort. That might increase the customer’s perceived value of the discount they’re given and, consequently, make them more likely to use it, boosting footfall at the store.

 

 

This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.

Learn more about Contagious I/O