Athletic footwear brand Reebok is urging Instagram users to complete in its Fit to Attack challenges, leveraging viral social media tactics and pushes from big-names in fitness. 

The brand is using individuals with large followings on Instagram such as CrossFit expert Kenny Santucci and fitness celeb Jamie Eason Middleton to spur fans to get involved in various social media fitness challenges. Users jumping in on the games have a chance to win a pair of the pumps Reebok is promoting with the campaign.

"Instagram has over 300 million users monthly, meaning the percentage of all internet users that are on Instagram is 20 percent, with numbers like that it would be a very large oversight to not leverage this social media medium for a challenge that includes a video," said Marci Troutman, CEO of SiteMinis. "Reebok sending this challenge out via Instagram is sure to be a win-win for fitness buffs all over."

Pump up fans
Reebok is attempting to drum up excitement surrounding its newest pumps product, PumpZ. The brand has partnered with several popular ambassadors to directly engage and incite a social call-to-action through Instagram.

Similar to trending social media campaigns such as the ALS Ice Bucket Challenge, Reebok is hoping to inspire a viral challenge throughout Instagram. Numerous fitness celebrities are challenging their followers to complete a variety of exercises with 15 seconds for a chance to win a pair of the shoes.

Each fitness guru will prompt Instagram users to carry out a physical activity as many times as they possibly can within 15 seconds.


Jamie Eason Middleton prompts Reebok followers to complete her challenge

For instance Ms. Middelton demonstrated how to complete a ?Surfie? on her Instagram page, urging consumers to finish as many as they can within the timeframe and share a video of it. Also, Mr. Santucci prompted fans to finish as many Rope Climbs as possible.

Instagram users hoping to win the pair of shoes can share their videos of themselves taking part in the challenges with the hashtag #FitToAttack and tagging @Reebok in the captions. 


Kenny Santucci dares followers to climb a rope as many times as they can

The fitness brand was keen on leveraging Instagram users with large followers, as consumers are more likely to get involved when being prompted from celebrities and it also spreads the campaign to a wider audience. Health fans are likely to get in on the challenges, as it presents something interesting for users to participate in and the possibility to wining free merchandise.

Social media giveaways
Reebok also took Instagram users on a virtual run through San Francisco as they hunt for a brand icon hidden within various images for another chance to win a pair of the ZPump Fusion sneakers (see more).

Additionally, the footwear manufacturer poked fun at the traditional selfie pose, while also playing into consumers? love for the trend and instilling its core brand values with a social media sweepstakes (see more).

"Since Instagram is a visual medium and reebok is fashion which is also a visual medium, using big names in fitness to promote the challenge makes perfect sense," Ms. Troutman said. "Brands should always be aware of the visual opportunities available to market to the masses using Instagram."

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer