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24 Hour Fitness: February Tag-A-Challenge
Faced with the perennial Springtime lull that occurs as New Year’s fitness resolutions fade away, 24 Hour Fitness challenged us to find a unique way to engage and inspire its members, and attract new ones along the way. We designed a series of custom, stylized Facebook “posters” that challenged our Facebook fans to complete a daily fitness challenge, such as squat-jumps or pull-ups throughout February. Users were encouraged to “tag” themselves in each daily image as a mark of their commitment to completing the challenge. Through Facebook’s built-in sharing mechanisms, each time a user “tagged” themselves, the image would post to their Timeline and also be virally extended to their friends’ Newsfeeds. The campaign was fully integrated throughout Facebook, Twitter, and offline, in-club posters.
The February “Tag-A-Challenge” proved to be the brand’s best-received Facebook program in its history. In the first week, Page likes were up 2000%. The first day of the Challenge resulted in page Like growth equivalent to that of a typical month for the Facebook page. In total, the Tag-A-Challenge generated 12,000+ fan interactions, including tags, likes, comments and shares. It generated hundreds of overwhelmingly positive, fun and energized comments and delivered over a million free brand impressions beyond our owned fan base due to the viral component.