To make running an attractive sport for younger women, we founded the community ‘Club der Töchter’ (Girls Club) that meets offline for running and online on Facebook.
The ID to the Club was a special shirt with a special twist: The girls couldn‘t just buy it, they had to run for it.
The clubs backbone was a clubhouse on Facebook, where everything was coordinated.
Special restricted apps on Facebook allowed the girls to invite each other to runs, parties, special events and shopping offers. Everything that happened in reality, then later went back to Facebook and was discussed by the girls.