When a big brand activation like this goes live, what you see is the product: the challenges, the visuals, the experience.
But behind the scenes there is a whole other layer that has to be built in parallel, the CRM layer. 🖇️
Because no matter how good the product experience is, users still need to understand it, be recruited, feel motivated, and be guided through it.
For this activation we built a network of 38 campaigns (pushes, IAMs, emails), dynamic, automated, one offs, all stitched together to help users enter, progress through, and complete three step based challenges (35k, 52.5k, 75k steps).
The product made it possible. CRM made it visible, understandable, and worth returning to.
It is a good reminder that great campaigns are not just launched, they are orchestrated.
The user experience does not end inside the app. It lives in every message, every trigger, every nudge that keeps the story moving.
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On September 24, we launched one of our most exciting brand activations, teaming up with #MarvelAnimation to celebrate #MarvelZombies, a four-part event now streaming on Disney+.
Together, we turned a screen debut into an interactive adventure, challenging millions of Sweatcoin users to outwalk the undead and earn rewards along the way.
Here’s how the collaboration came to life:
🟣 3 epic in-app Challenges themed around key characters
🟣 Engaging App Store events, comms, and videos
🟣 Social campaigns and influencer content to keep the mission alive
The experience brings fandom to fitness, blending storytelling, movement, and rewards in true Marvel Zombies style.
🤝 Want to build a team up like this? Get in touch: partners@sweatco.in