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By Denver Nicks
March 2, 2016
man running past reebok ad
Robin Nilssen

Had you been in Stockholm last weekend, you could have taken a Reebok challenge to unlock a free pair of the brand’s Pump 2.0 shoes.

Anyone who ran past the ad outfitted with a speed cam faster than 17 kilometers per hour—or about 10.5 mph—got a free pair of kick, Adweek reports.

Reebok isn’t the first shoe brand to do a campaign like this—Asics has been at it for years, reports AdWeek—but the foray into more interactive advertising certainly appears to have drawn a crowd.

“We really like the idea of taking a classic billboard and turning it into something disruptive and unique,” Markus Schramm, from the agency Animal that designed the ad, told AdWeek. ”This gives customers an instant experience, and as a brand, we’re able to provide something of real value.”