AG Barr’s BOOST Drinks is launching a mass participation challenge on Strava.
It’s described as its “boldest media campaign to date” and has been planned by the7stars.
“We set out to deliver a media strategy that reflects the real energy of BOOST’s audience,” said Maddie Northwood, Account Manager at the7stars.
“This campaign is about everyday graft, not glossy perfection — and the Strava partnership captures that brilliantly by championing effort, not aspiration.”
READ MORE – Scottish soft drink giant acquires Leeds Utd sponsor Boost in initial £20m deal
Kicking off this weekend, the multi-channel media campaign will centre around the BOOST Sport 5K, to encourage the 150m Strava app users to take on an achievable fitness goal.
It’s the first time that the Leeds brand has activated on the app and users who complete the challenge will earn real and digital rewards.
The amplify the campaign’s reach, 72 micro-influencers, will support it via social platforms.
It’s the7stars’ first campaign for BOOST since winning the media account and is part of a wider proposition – “There’s A BOOST For That” which began earlier this month.
READ MORE – IRN-BRU maker ‘Boosts’ its 7-star planning and buying partnership
“There’s a BOOST for That is all about supporting people in the everyday moments that matter,” explained Abbi Johnstone, BOOST Senior Brand Manager.
“This campaign brings that spirit to life in a big way — putting BOOST right where our audience is grafting, whether they’re smashing a 5K or just out for a run to clear their head.”
