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Fitness brand Crunch turns 21 with integrated effort

Fitness chain Crunch launched an integrated campaign June 15 to celebrate its 21st birthday. The campaign includes various direct elements, including a contest and e-mail, social media and out-of-home marketing.

IdeaWork Studios, a Santa Barbara, CA-based creative agency, worked with Crunch on the campaign.

The gym chain decided to skip its 20th birthday and create a campaign for its 21st in part to differentiate it from other companies.

“This is about being able to celebrate the moment in life when you graduated into adulthood,” said Christina DeGuardi, VP of marketing at Crunch.

The theme of the campaign is to “get inebriated” on working out, playing on the 21st birthday theme. The campaign tagline is “Sets, Grunts and Rock ‘n’ Roll,” and the creative prominently features barroom imagery.

“They wanted something fun that represented the brand, which is a little edgy,” said Jay Schwartz, founder and president of IdeaWork Studios.

All campaign creative drives consumers to the campaign microsite, Crunch21.com. The site encourages both members and nonmembers to enter their e-mail addresses to win daily prizes. Crunch will remarket to contest entrants with the goal of both acquisition and retention.

“We want our members to feel engaged, and giving away prizes is the perfect way to do that,” said DeGuardi. “If you are doing something for new members, the old members don’t care, but this way, everyone can win.”

Crunch partners The Standard Hotel, Skullcandy, Virgin America, Planet Hollywood Resort & Casino and Universal Music Group are giving away prizes throughout the effort. Prizes will include free flights, vacation packages and concert tickets.

Visitors to the site can upload photos of themselves and customize them as if they were taken while drunk. The microsite also contains a section to share 21st birthday tales called “Tweet Your Story,” which can be shared to Facebook and Twitter.

IdeaWork also created a Facebook application for the push and updated the company’s Facebook page. It is using the page to update consumers on daily prizes and prompt them to click back to the “Crunch 21” microsite to enter.

“Normally when you have a birthday, people give you gifts, but this time the tables have turned and Crunch is giving away gifts,” said Schwartz.

The chain will also hold events, turning some of its gyms into nightclubs for parties. The campaign also includes out-of-home signage in gyms.

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