Endurance athletes live for an extreme challenge. Second Skin, the newest maker of athletic wear, needed to get these athletes’ attention. So we went to the extreme and made a coupon. Forged from steel and weighing 100lbs (45kgs), each coupon was fully redeemable in-store only. We activated them at athletic competitions by having key social influencers push out GPS Coordinates. But, the hardest part wasn’t finding them – it was redeeming them. Because each winner had to carry their 100LB Coupon back to a Dick’s Sporting Goods to cash-in.