Starting on September, 28th, New Yorkers who tweet their shoe size and address with the hashtag #ReebokHDS could get a visit from the brand's Human Dispatch Service.
The team of runners will personally rush pairs of Reebok's new ZJet sneakers to people at home or at work. Venables Bell & Partners devised the stunt, which, according to Reebok, "brings the ZJet concept to life" by demonstrating how the shoe—which features air channels for maximum cushioning—"propels the runner forward with the power of air.
"It's a fun idea that harkens back to a bygone era of personal service, at a time when many advertising stunts strive to confuse and frighten consumers to generate viral videos.
This is the client's second creative promotion this summer, following its July CrossFit Games tie-in from VB&P that saw Reebok send bacon to athletes abiding by Paleo diets. The HDS team won't be delivering any savory pork products, but the focus on shoes gives the ZJet stunt some steak to go with the sizzle.
Source: http://www.adweek.com/