Sports Brand Reebok is looking to influence those who influence their peers through social media.  It is partnering with an influence monitor, Peer Index, to invite 1,000 individuals who contribute to facebook and twitter conversations around fitness to a personal fitness training session.  The campaign will initially focus on Britain.
The top 100 influencers will also be offered a new pair of Reebok training shoes.
Most sports themed campaigns through social media are based on a competition format.  This is interesting in that it seeks to go straight to those who are likely to provide ‘earned’ as opposed to bought or owned credibility.
Of course there are dangers in that if the community sees the campaign as a means of buying their support it may react negatively.  There are lots of examples of social media not getting the right tone and turning negative but it shows the power of the new medium as an influential arm of the marketing mix and will doubtless be followed as a case study by other brands.
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