The brand is sponsoring a team of parkour freerunners to tour the UK, distributing branded merchandise encouraging consumers to join the Piczo online community.
The initiative is intended to drive teenage web users to a dedicated Piczo Parkour profile page where they can interact with the team and learn some of their skills.
The Parkour campaign forms part of a wider promotional strategy aimed at boosting Piczo's 12.5m monthly user base.
The social network recently tied with Penguin to encourage teenagers to design book covers. It also launched a competition with teen-girl magazine Bliss giving users the chance to win a day with a celebrity photographer.
Piczo is stepping up its commercial strategy, with the creation of a research group comprising its most active members for brands to use in gauging consumer opinions.
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