AN APP TO KEEP YOUNG PEO­PLE MOV­ING

Fast Company - - Innovation By Design -

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%.

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