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Domino
Buzz marketing for New Line Cinema |
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| CLIENT: |
Bally Total Fitness |
| PRODUCT: |
Membership Drive |
CHALLENGE:
To create a program that would provide a compelling incentive to the targeted 18 - 34 year old adult,
not currently a Bally Total Fitness (BTF) member, to visit participating Bally Total Fitness locations.
BTF had statistics showing that when they offer some kind of reward to take a tour of the facility - new membership numbers jumped accordingly
 SOLUTION:
Our first strategy was to hold a focus group with the targeted 18 - 34 year olds who were not current
BTF members. They identified several methods with which they would go out of their way to participate
in a promotion; one being a tie in with something integrated into their lifestyles ...music.
EMG partnered with Power 106 FM Radio and their benchmark station event "POWERHOUSE". Powerhouse is a
hip hop concert that takes place in June and has sold-out within hours for the last 6 years.
We created a customized "scratcher" that was available at all participating BTF locations (50,000 total).
Consumers were encouraged to visit their nearest BTF to take a tour of the facility and receive a Bally
Total Fitness/Power 106 FM scratcher. Every scratcher was a winner with the prizes including a two week
free Bally membership, Apple iPods hip hop CD's and pairs of tickets to the sold-out "POWERHOUSE" concert
(a total of 100 pairs of tickets were set aside for the program).
RESULT:
The results were outstanding. Tours and new memberships were up across the board. We redeemed over 75%
of the Powerhouse tickets, all of the iPods and over 100 cd's. Bally Total Fitness exercised their first
right of refusal and has signed up for this same program in 2006.
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