The phone app Runkeeper a fitness tracking app that uses GPS to track users as the run. The brand is obviously one that targets the fitness minded and those who wish to get into fitness. They did something I thought was a great idea for generating earned media, they added into the app the ability to share a workout onto the social media platform of their choosing. This not only allows users to show off their hard work with friends but it also gets the brand’s name out there on social media. For many people adding a competitive edge to a workout makes the workout even more enjoyable and also pushes users to go farther and work harder than they would before. 
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