AMSTERDAM ATHLETICS
- May 9, 2016
- 1 min read
The city has become a playground. From the 6th until the 10th of July the European Championships of Athletics will be held in Amsterdam. To promote the first edition in Amsterdam the city has been transformed to one big track and field with the campaign JE KAN HET (You can do it).
This implementation of gamification is a great way to challenge people to take a sprint, to shot put or to long-jump when they're walking through the streets of Amsterdam. Besides motivate the people to exercise I believe it also creates more involvement with the athletic sports, which is good marketing for the upcoming event. I believe regular commercials and marketing are not as effective as they used to be because they don't anticipates on todays society. This track and field manifestation does..
As I see and experience society nowadays, meaning, satisfaction, solidarity and involvement are values of paramount importance. The campaign JE KAN HET anticipates on some these values with the track and field. In the first place, they involve the inhabitants of Amsterdam with the event. And as the municipality wants the enthuse children to practice athletics together (solidarity) this campaign also goes very well with the program ''Amsterdamse Aanpak Gezond Gewicht''.
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