About the brand

Anytime Fitness is a 24-hour health and fitness club headquartered in Woodbury, Minnesota. The company operates over 4,000 franchised locations in 50 countries. According to Forbes, Anytime Fitness was the fastest growing health club franchise in 2014. In 2015, Entrepreneur Magazine ranked Anytime Fitness first on its global franchise list.

Goal

Increase regular member engagement on social media platforms and encourage members to take a step ahead in building a better relationship with the brand.

Challenge

Usually, all the events, digital or not, are based around fitness challenges (Dance, Zumba, Yoga) which started to become monotonous for the members.

Campaign Idea

A photography contest, “Your Click Counts” where members have to take a picture with the Anytime Fitness logo in the background, and show their creativity through emotions in the gym, equipment usage, interior, exterior, etc, with a prize for the top 10 entries.

Outcome

More than 180 participants from different locations in India submitted their entries out of which the best 10 were selected and rewarded. Overall social media engagement increased by 22% during this event. Other than that, the event resulted in:

  • Greater brand loyalty
  • Member relation strengthened
  • Image bank with permission to use with credits
  • Happy members