Strava, the athletes-only social network, wants you to find someone to get high with this 4/20.
The Ask: How can Strava encourage people to exercise?
The Insight: People don’t run because it’s fun. They run for the “high.”
The Strategy: Give athletes a reason to get high together.
The 4.20 Miler Challenge
Strava is challenging everyone, from seasoned athletes to occasional exercisers, to get a healthy high this 4/20.
On a day otherwise known as “the official stoner holiday,” Strava is hosting the first ever ‘4.20 Miler’ run across 6 US cities to encourage people to get up, get active, and get together.
Strava will plaster wild postings throughout the cities hosting the run to generate buzz leading up to the event.
QR Codes on the posters will facilitate an easy sign-up process and encourage people to download the Strava app.
The 4/20 Green Out
Strava is known for its bright orange branding, but the platform (much like the rest of us) is “greening out” for 4/20.
With the temporary exit of the brand’s iconic orange, Strava will unlock its premium plan on 4/20 to give users a chance to try out all of the platform’s features for free.
Users who participate in the run or join the challenge virtually through the app will earn a limited-edition badge to show their friends how they got high on 4/20.
An exercise platform asking athletes to get high?
We think that’s pretty newsworthy.
The Team: Mia Garland and Macon Porterfield