AN APP TO KEEP YOUNG PEOPLE MOVING
As millennials view it, exercise doesn’t just happen at the gym—a day running errands or a night on the dance floor also count. So when Samsung approached R/GA to create a monthlong launch campaign for a collection of fitness accessories called Move, the digital agency came up with a distinctly Dj-inspired idea. Can’t Stop, released last June, was a web-based app that harnessed the GPS and accelerometer on a user’s phone to play an exclusive mix by Djproducer Diplo—but the only way to hear it all was to keep moving for 30 minutes, the amount of activity recommended by the American Heart Association. “Run, jump, do push-ups,” says R/GA executive creative director Tristan Kincaid. “We didn’t care what you were doing, as long as you were moving.” After Diplo promoted the app on Twitter, 4.1 million people used it in the first week, and Move product awareness increased 36%.