The campaign, which was launched on 1 June, uses touchscreens found in the taxi cabs of Shanghai. It also featured an in-taxi 'Workout on wheels' (WOW) video, which has been viewed over 765,000 times. Passengers are encouraged to do simple exercises during their journey.
On 3 July, 80 participants out of the 21,000 registered were selected for a further exercise challenge. They will receive 45 days of free acess (starting July 15) to selected gyms in Beijing and Shanghai, nutritional supplements and advice via WOW's weibo site.
Participants are expected to make daily updates on their progress via microblogs. At the end of August, four men and four women will be selected to run on the in-taxi touchscreens for passenger votes. The winners will be crowned 'Mr and Miss WOW', and will receive a trip to Paris.