Work a 9+ hour day, commute 1+ hour a day, workout, eat, sleep… begin again. Millennials are expected to do it all. With all of this time filled up, how are marketers expected to reach their millennial audience?
The 2014 Sochi Winter Olympics came up with a genius plan—combine commuting with working out to promote their upcoming games. Russian commuters who complete 30 squats earn a free subway ride.
The Winter Olympics in Sochi generated a social media buzz among its target market by stepping out of the usual PR plan. Pitching a story idea to a news reporter or announcing the games with a Twitter status wouldn’t have stimulated the conversation
Not only did they promote the games, they also helped some commuters sculpt their buns.