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Special Project

Special Project
From the 13th Annual Shorty Awards

Planet Fitness New Years Eve Hat

Entered in Augmented Reality


New Year’s Eve is the Planet Fitness Superbowl. As people make their fitness focused New Year resolutions, Planet Fitness can be the ultimate partner in helping you achieve those goals. So Planet Fitness set out to drive awareness and brand love during one of the most crucial times of the year for gym membership consideration.

Strategy and Execution

New Year’s Eve 2021, people were missing the party. As our homebound audience had exercise in their New Year resolution subconscious, Planet Fitness aimed to bring the new year celebration to the homes of members and non-members alike. As the title sponsor for Dick Clarke’s Rockin’ New Year’s Eve, Planet Fitness took the televised celebration from Times Square and put it in the hands of our homebound party-throwers. 

Through an interactive AR Effect on Instagram and Facebook, Planet Fitness enabled users to experience Times Square on their own social feed. Featuring the iconic New Year’s top hats, confetti, 2021 glasses, and the Times Square ball, consumers could try on and capture their own videos and photos at home. 


The AR effect drove high engagement with both organic and paid media, and retained users beyond their initial click through.


Video for Planet Fitness New Years Eve Hat

Entrant Company / Organization Name

Barkley, Planet Fitness


Entry Credits