Fitness label Reebok and social media measurement service PeerIndex (What, not Klout?) have combined forces to reward Facebook and Twitter's most influential sporty boffins. It is part of the PeerPerks campaign, where Reebok will identify 1,000 fitness freaks that talk about health and exercise on Facebook and Twitter. The brand's campaign will be giving away 1,000 CrossFit personal training sessions - a popular strength and conditioning programme from the US. On top of this, the top 100 will win a pair of Reebok's RealFlex trainers. To win, users must log in to the campaign's microsite, where they will be told whether they are influential enough to make the team (UK users that log in are restricted to training sessions in either Leeds or Manchester). PeerPerks digital marketing manager Mark Allin stated that the campaign is all about engaging users both online and offline to encourage people to think about steps to a more positive healthy lifestyle. He said: “We’ve worked before with members of the CrossFit community, but this campaign is about attracting new people and raising awareness of Reebok’s affiliation with the programme. We are aiming to add to our online community and develop more long term engagement with fitness enthusiasts. We are confident that the people we are targeting will talk about the events on social media so that puts the pressure on us to deliver a good experience.” However, the CrossFit campaign also acts as a recruitment channel for a new TV series Reebok is launching in partnership with Eurosport, which will be called The Box. This programme is about competitors from countries in Europe who battle it out in fitness tests as part of the CrossFit Fitness Championships. In the UK, there has certainly been an absence of competitive fitness shows, with the exception of the well-known Gladiators - one of my personal favourites! The new programme should resonate with a wide audience, from fitness fanatics to couch potatoes. With social media being used to communicate breaking news, conduct surveys and gather followers, it is now being used by brands to recruit the most influential individuals into TV programmes such as The Box. Is it a clever tactic or risky exercise? What do you think?