The Drum Awards for Marketing - Extended Deadline

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By Jennifer Faull, Deputy Editor

November 13, 2013 | 1 min read

Subway users in Moscow can now to 30 squats in exchange for a free ride as part of a novel marketing idea around the 2014 Sochi Winter Olympics.

Instead of paying 30 rubles (57p), passengers can stand in front of a rather impressive new machine in tube stations and perform 30 squats.

“We wanted to show that the Olympic Games is not just an international competition that people watch on TV, but that it is also about getting everyone involved in a sporting lifestyle,” said Alexander Zhukov, president of the Russian Olympic Committee to RIA-Novosti .

The Olympic branded machines make sure that you’re not cheating. Sensors check that you are in the correct position and fully perform the stretch. After the brief exercise surge, passengers are given a free train ticket.

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