Imagine if you were taking the train or subway in places like New York, Philly, or Chicago, and there was a chance for you to win a free ride. And to do it, you had to do 30 air squats.
Would you do it?
Many of us, especially on the younger side, and if time allowed, would say, "absolutely." Any chance to save money (if time wasn't a factor) would have a good shot of being done.
Well, that is what the Olympics committee in Moscow figured.
In efforts to keep the Sochi Olympics in the minds of the public, the Olympic committee set up a kiosk in a subway in Moscow and challenged people to do 30 squats. Those who finished their squats got a free subway ticket.
The campaign is two-fold: not only does it advocate the upcoming Olympics, but it also encourages daily exercise. Though 30 squats isn't something many people can blink at, the exercise isn't something intense enough to instill any serious injury.
A video from our source is posted below.
Who would have thought that experiential marketing would work in Moscow?
It is interesting to see how Russia is getting its citizens "excited" about the upcoming games. With all the negative press from its anti-gay legislation, one would be surprised to see something light-hearted come out of it.
Or, is it all due to the fact that we perceive what's going on through a Western lens? Of course our Western values denounce Russia's actions; gay acceptance hit our shores years (months) ago!
In any case, whatever will happen during the Olympics will happen. But it is cool to see what it's doing before the mayhem.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.