Reebok Respects Runners

It's no surprise I think advertisers should respect their ad consumers. Forrester has been saying this for some time, in fact. As they report in "Reebok's 'Run Easy' Creates A Movement, Not A Campaign":

Involve your audience in your media plan. You've heard Forrester talk already about "ceding control of your brand to your customer." This example shows where Reebok actually ceded control of what media and what messages they used to the people who were participating in their movement. Reebok's users created valuable marketing tools like running maps, testimonials, images of them and their friends running easy. And Reebok users determined what media Reebok should use. Reebok bought on and offline properties based on how and where their users RAN, not just how they consumed media.

So empowering your ad consumers makes your ad more powerful. We knew, yes?