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
Future of Marketing Briefing: CMOs are still haunted by hard questions about value of ad creative
While interest in AI-enabled media and creative effectiveness measurement is rising, 49% of senior marketers say they can’t back up their ad creative with hard data.
Nike versus Adidas: Who’s winning the World Cup’s brand head to head?
Both Adidas and Nike are gunning to dominate the World Cup. We examine campaign performance data to see who’s out in front.
Cannes Briefing: Creativity is moving beyond the agency model
For the first time, a growing number of CMOs are thinking about creative more broadly than creative agencies.