Gyms can be pretty intimidating, but Planet Fitness wants to change that situation with its “Gymtimidation” campaign.
Its new Facebook game, “Clunk-a-Lunk,” is very much like whack-a-mole: The object of the game is to clunk some “lunks”– anyone with a tendency to “gymtimidate” the average gym-goer. You use your mouse to click as many lunks as you can in 30 seconds. Golden lunks are worth extra points. Lunks are characterized by obnoxious gym behavior, like talking on the phone while working out, excessively grunting, constantly checking themselves out in the mirror.
There are specific “lunk” characters like Abroham Lincoln and Grunt Gable, who personify these annoying gym behaviors. You can watch videos of each of the characters in the app under the “Meet the Lunks” section. Agency Red Tettemer + Partners created the effort.
The game is undeniably silly, but it works because it’s rooted in a very real human behavior. Planet Fitness wants to appeal less to the musclehead and more to regular people who want to be healthy without the annoying parts of gym culture.
The people who score the top three highest scores each week win a 12-month gym membership for free. That’s a pretty sweet deal.
More in Marketing
More brands are blending deterministic and probabilistic data for hybrid targeting approaches
Advertisers are exploring AI-assisted lookalike modeling for new audience targeting approaches — brought on by the fading third-party cookie.
The Home Depot adds another acronym — ‘ROMO’ — in next phase of negotiating retail media network measurement
The Home Depot is pitching a new acronym: ROMO, or return on marketing objectives, in addition to return on ad spend (ROAS) to help marketers paint a more holistic picture of their campaign efficacy.
‘It’s become a personality brand now’: Why Tesla’s brand perception is in a tricky spot as sales slump
Elon Musk has become a polarizing figure given his role in President Donald Trump’s administration and it looks like the ripple effects of that polarization are affecting the Tesla brand.