Sports brand Puma is offering to pay smartphone users and social media fans for their own content –specifically photos of them performing physical tasks.
The ‘Nature Of Performance’ campaign centres around an iPhone app called Foap, that lets users upload and sell their photos to brands, to source creative content.
It has asked Foap’s 75,000-strong user community to take pictures of themselves in response to Puma’s own set of ‘Missions’ – such as scoring a goal or sprinting. The poses will be used in Puma promotions across its social media channels.
Users then are invited to rate one another’s pictures, although Puma itself will decide which ones to reward with cash prizes.
The clothing, equipment and apparel brand has reserved the option to buy all of the images uploaded and use them in its global ‘Nature of Performance’ campaign.
This co-creation programme will initially be trialled throughout the company’s Nordic region.
Puma argues that it would be challenging to access this kind of content and creative material from traditional competitions.
Rutger Hagstad, Puma’s sport marketing manager, said: “I love Instagram, but it’s difficult to use [for marketing] during competitions. With Foap we can create a library of content and achieve further engagement by getting them to rate the images. That’s what we thought was interesting.”