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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Planet Fitness 2000th Location Celebration

Entered in Online Event/Activation

Objective

Planet Fitness has a goal of being the leader in accessible fitness. This isn’t just a philosophy they have with their “no judgement” workouts, it also informs their brick and mortar strategy - bringing gyms to people wherever they are. 

So, when Planet Fitness opened its 2000th club, they set out to celebrate all the members who helped them get there. Not just a few of them, but ALL members from around the globe. 

Goals included: 

Strategy

How do you throw a party for tons of members in 2020? Introducing the Planet Fitness 2000th Location Celebration, the best party you could attend without leaving your keyboard. Even though the festivities were held entirely on Facebook Live, guests were treated to a night that was totally interactive, just like in times when people actually left their house. 

Throughout the evening, attendees were entertained with an array of  activities. It got personal with caricature artists drawing live portraits of viewers watching at home. It got interactive with a giant balloon that viewers used comments to inflate (and ultimately pop) and a crazy pinata session that viewers controlled. It got random with balloon sculptors taking live requests for anything you could come up with.  And it got lit with a special cake lighting session complete with not 1, not 2, not 3, but 2,000 candles.

Results

The party created great awareness and affinity for Planet Fitness. With over 600,000 impressions from the live stream alone, 9,100 peak live viewers and nearly 20,000 engagements, our 2 hour celebration was so interactive, it was easy to forget that people weren’t actually there. And a great reminder that when it’s ok to leave your house again to workout, there’s sure to be a Planet Fitness right around the corner.

Media

Video for Planet Fitness 2000th Location Celebration

Produced by

Barkley, Planet Fitness

Link

Entry Credits

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