The sports brand has used the Mevo app in both Scandinavian and Central European markets. Salomon has really taken advantage of the full range of possibilities that lies within the app: From a large scale contest, involving over 1500 contestants in a major sports equipment store, to small, focused campaigns in niche stores.
In high-end runners’ store Löplabbet, Salomon chose to focus strictly on the most important stores and selling their top product there. The goal was to increase knowledge and credibility with the store staff, rather than a pure sales promotion targeted at customers.
32 participants from 16 stores were picked. They were all active runners and competed for a starting place in Tromsø Skyrace, answering quizzes and registering number of kilometers they ran during the contest period. Of course, they were all wearing the skyrunning/terrain shoe S/Lab, which was the focus for the campaign.
At the other end of the scale, Salomon rolled out a huge campaign at Polish sports store giant Martes, involving ca 1500 shop pros divided into 5 leagues.
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