- Low-cost gym chain Planet Fitness partnered with Megan Thee Stallion for a latest campaign meant to interrupt down fitness barriers in the brand new yr, in accordance with a press release.
- To capitalize on the interest in fitness that typically arrives in January, the rapper is playing the role of Mother Fitness, encouraging consumers to go away behind barriers like intimidation and expensive memberships. The campaign is supported by TV ads, an augmented reality filter and co-branded merchandise, amongst other activations.
- The effort, which launched on Dec. 28, merges music and exercise and was directed by filmmaker Calmatic. The move comes as Gen Z shows strong potential for the fitness marketer.
Planet Fitness is ringing in 2024 with a sprawling campaign that places Grammy award-winning artist Megan Thee Stallion front-and-center, including in the course of the “Dick Clark’s New Year’s Rockin’ Eve With Ryan Seacrest” broadcast which included the rapper acting on the Planet Fitness stage. The broadcast delivered the most important audience in three years with 22.2 million viewers.
As Mother Fitness, the musician encourages consumers to beat their exercise anxiety by taking out a Planet Fitness membership. During a 30-second spot, Megan Thee Stallion will be seen rescuing various gym goers from toxic situations, resembling being ogled by others or being intimidated by a fitness influencer. The characters who receive a visit from Mother Fitness find yourself at Planet Fitness, where they can exercise in peace.
https://www.youtube.com/watch?v=4kxweDiucoI
The partnership includes workout content inspired by Megan Thee Stallion’s love of fitness that will be present in the Planet Fitness app. Additionally, a limited-edition merchandise line will profit the Pete & Thomas Foundation, founded by the musician to uplift underserved communities. Available through the Planet Fitness store website, items include stickers, crew necks and a water bottle.
With many individuals trying to handle their health in the brand new yr, January is a preferred time for gym sign-ups, with an estimated 12% of all sign-ups occurring in January, versus a monthly average of 8.3% the remaining of the yr. The campaign from Planet Fitness is an try to draw consumers to the service during this time.
Planet Fitness has recently seen a membership increase, adding 110,000 latest members in Q3 of 2023, outperforming 2022 and 2019, in accordance with an earnings call. Gen Zers delivered much of the expansion, making up 1 / 4 of Planet Fitness’s membership base.
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