M&C Saatchi Sport & Entertainment enlisted Grammy Award-winning artiste Kendrick Lamar to provide the live soundtrack as a surprise for a 5k running experience for sportswear brand Reebok.
To promote the ZPump Fusion shoe, more than 100 guests were brought to a derelict car park on Sunset Boulevard in Hollywood, Los Angeles.
The brand surprised everyone with Lamar on a #GETPUMPED truck, from which he performed his new album for the first time.
The run finished at the Reebok FitHub on Melrose Avenue, where pre-invited guests were treated to an after-party.
The stunt generated a social buzz after #GETPUMPED trended on Twitter and consumers tuned in to watch via live- streaming app Meerkat.
Global media coverage accumulated more than 800 million media impressions.
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