Reebok’s Valentine’s Day #GymPickUpLines Campaign Spans Digital Tool & Social Participation

Reebok leverages Valentine’s Day and strives to make some matches with a tactical digital and social media campaign called #GymPickUpLines.

The sportswear brand urges its consumers and customers to ‘Meet Your Gym Crush’ and to ‘Take A Break During Sets And Approach Your Gym Crush This Valentine’s Day’ and aims to help out by supplying some helpful #GymPickupLines.

The initiative (which weights more heavily across Reebok Women’s platforms) is based around an online tool, sitting on a bespoke page on the brand’s core website (at http://www.reebok.com/us/gym_pickup_lines), which generates gym-themed pick up lines and has a function that enables the lines to be shared across the user’s social accounts.

These suggested lines include:

‘Your Pace Or Mine?’

‘Are You A Jump Rope? Because I’m all tied up over you.’

‘Do You bench Here Often?’

‘Can you lower your resistance? I’m trying to ask you out’

To build on the digital tool, Reebok uses its digital and social platforms (particularly Twitter) to promote the line generator,

Need some confidence to talk to your #GymCrush? Try out these #GymPickUpLines: https://t.co/H9yUoGQ2PL #ValentinesDay pic.twitter.com/p5iy5yx3t0

— Reebok Women (@ReebokWomen) February 12, 2017

Ready to make a move on the hottie you've been crushing on at the gym? #WeGotYou #GymPickUpLines https://t.co/aU7Y4cD85s pic.twitter.com/GNzvivEaro

— Reebok Women (@ReebokWomen) February 10, 2017

and to encourage viewers/followers to send in their own #GymPickupLines

#GymPIckupLines = the best way to find a running buddy Create your own #GymPickUpLine here! –> https://t.co/BONMEyZzGz pic.twitter.com/V1obGSoduK

— Reebok (@Reebok) February 13, 2017

Activative Comment:

This is a tactical bit of fun, but perhaps the initiative could have offered clearer and more direct incentives to drive engagement and participation?

Plus, does this playful day-specific tactic really dovetail with the brand’s current female empowerment strand within its ‘Be More Human’ umbrella initiative.