WHEN THE WORLD STOPPED, WE DID MORE THAN FUEL MOVEMENT — WE INSPIRED IT.
CHALLENGE
For decades, CLIF has been dedicated to fueling movement. Any time anyone was looking to get up and get moving — CLIF was there.
But when the world closed down (then opened back up, then closed back down, then half opened back up), people had fewer opportunities to move. And as a result: less reason to grab a CLIF Bar.
INSIGHT
While people couldn’t move as freely as they were used to, their desire to reached an all-time high. They just needed a reason to. So, we did more than just fuel their movement, we inspired it — by creating an experience that constantly required it.
IDEA
We harnessed the power of music to move the world, by partnering with a musician who has been all over it: Mike Posner. After he walked across America and climbed Everest, we teamed up with the Grammy nominated artist to release his latest single in a way guaranteed to get people moving — because they had to move to hear it.
We detected movement using their phone’s accelerometer, which unlocked the song beat by beat. More motion meant more exclusive music, including two remixes only available through the experience.
Posner launched Remix in Motion on social, followed by fitness/music influencers, recruiting music lovers everywhere. The experience inspired nearly 200k impressions, newfound affection for the brand on social, and thousands of minutes of movement – on the first day alone.
PRESS/COVERAGE
“MIKE POSNER TEAMS WITH CLIF TO RELEASE MUSIC POWERED BY MOVEMENT DETECTED ON MOBILE PHONES.”
“CLIF AND MIKE POSNER ARE TEAMING UP TO RAISE MONEY FOR SOCIAL JUSTICE. AND THEY WANT YOU TO JOIN IN ON THE MOVEMENT — QUITE LITERALLY.”
“HOW CLIF AND MIKE POSNER ARE USING MOTION DETECTORS IN CELL PHONES TO INSPIRE MOVEMENT.”
OUR RESULTS
182.4K
IMPRESSIONS
27.1K
ENGAGEMENTS
1,000s
OF MINUTES OF
MOVEMENT
(on the first day alone)
