We're not a gym, we're Planet Fitness. And that's something we strive to remind our audiences every day. When members come to our over 1,000 clubs across the country, we want them to feel comfortable in our #JudgementFreeZone. Whether it's walking for 10 minutes on the treadmill or running for miles, we're here to help anyone along her or his fitness journey.
To drive home the fact that Planet Fitness isn't like other intimidating gyms out there, and to coincide with all the hype of the release of the Hunger Games: Mockingjay Part II, we created a movie theater/TV spot that simulated a "reckoning," similar to the Hunger Games.
In order to unify the spot across our social channels, we created a Choose Your Own Adventure series on Instagram and YouTube where our audience could take their own adventure through the Battle Gym.
We knew the movie theater and TV spot were reaching different audiences than our social channels and we needed to find a way to let our fans not only see the spot but let them join in on the reckoning in a unique way. We took cuts from the original spot as well as deleted-never before scenes to create a journey for our fans to take on their own. At the end of each clip our audience was given two options that would take them on the next step of their journey. With a total of 23 video clips, the scenarios were endless.
We used the hashtag #BattleGym to bring together the promoted journey across Facebook, Twitter and Instagram and drove our audience to YouTube to chose their own adventure. By unifying the movie theater and TV spot and all of our social channels we were able to create an integrated campaign across traditional and social media.
The success of the campaign was measured across all social platforms. In the first two weeks of the adventure launch we saw a total of 280k video views across multiple social platforms, and over 1.2 million total engagements. The #BattleGym hashtag reached over 255k people with a widely positive audience reaction. Our fans across all platforms grew by over 6.6k and the posts generated 1k+ clickthroughs to the "Choose Your Own Adventure." The CPE averaged around $0.23, which from a paid perspective was a cost-effective campaign that made people want to learn more — and join — our planet.
The NCM theater spot received a total of 54,539,109 impressions and both the :90 spot and :10 teaser aired in over 1,500 theatres on more than 12,000 screens across the United States. By uniting the traditional spot with an interactive adventure on our social media channels we were able to share our Judgement Free Zone mentality in a unique and exciting way.