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.
Why one agency is drawing inspiration from Jesus and avocados for Super Bowl marketing
Lerma's founder and CEO talks about the relevance of a multicultural marketing approach, the growing influence of Hispanic culture and more.
Google-Meta duopoly continues to creak in their ‘heightened maturity’ as Amazon, Apple ascend
The shadow both Apple and Amazon have cast over advertising dollars is getting longer by the quarter.
Why advertisers are still making space for experimental budgets even with economic uncertainty
Even in the midst of economic uncertainty, advertisers are bullish on experimental ad spend.
SponsoredWhy Best Buy Ads sees retail media as integral to its customer-centric purpose
Sponsored by Best Buy Ads Retail media networks have become critical for marketers, with retailers investing in ways that enable advertisers to engage consumers across online and offline channels. Given the wealth of retailers’ first-party customer data and measurement capabilities, retail media networks have become a natural fit for augmenting performance marketing programs. Alongside the […]
Marketers move beyond the basics of ChatGPT with new tools
Companies are setting their sights past OpenAI's free version and integrating their own data sets for new ads, bots and idea generators.
How the recession could impact brands’ metaverse spending
Digiday reached out to four experts to figure out how brands’ spending in the metaverse might change as they tighten the purse straps in preparation for a recession. Here are some of the biggest takeaways.