DSG :: 100-LB COUPON

Endurance athletes live for extreme challenges. And Second Skin, a new maker of athletic wear, needed to get their attention. So, we went to the extreme and created a 100-lb. coupon. Athletes earned their 100-lb. coupons by following clues on Instagram Stories. However, the hardest part wasn’t finding them. It was redeeming them. Because each athlete had to lug her or his 100-lb. coupon back to a local Dick’s Sporting Goods to cash it in. In total we deployed 20 coupons across five events. All were redeemed.