If a consumer gets a free pouch of shampoo from some guy on a busy street corner, they aren’t likely to tell their friends about it. But if it’s a completely unique experience that involves strapping on a pair of sneakers and taking a flying leap, that’s a different story.

Micki Rivers, marketing manager for Toronto-based Reebok, was definitely going for the buzz factor with her ‘Try It On’ campaign at the Air Canada Centre last January. The effort was in support of the Pump shoe, geared at 17-year-old males. A booth was set up in the ACC during a Raptors game, and kids were invited to step into the Pumps and enter a jump contest. The participant who scored the highest in their age category received a coupon for Footlocker, as well as an autographed jersey from Raptors star Morris Petersen, who wore the same sneakers on the court. ‘The kids who tried it on aren’t shy, they’re outgoing and spread the news to friends,’ says Rivers. ‘Word of mouth is everything – kids are savvy and it’s more authentic if you can get them to try on shoes and endorse them.’

To create additional noise, Reebok also handed the Pumps to select Footlocker sales staff about 10 days before they were made available in stores, and the runners had limited distribution with only 30 Footlockers in Canada carrying the product. The result? Reebok achieved 45% sell-through in the first few weeks, which ‘hadn’t happened in years.’ Adds Rivers: ‘Try-ons won’t sell your product [alone]; it needs to be part of a strong campaign. But it’s the most viral component you can do.’