CLIENT
Anytime Fitness
April Aslinger, Chief Marketing Officer
Julie Anderla, VP of Marketing of Anytime Fitness
Katie Sowieja, Senior Director of Brand Marketing of Anytime Fitness
Sara Janssen, Creative Director of Self Esteem Brands
AGENCY
Mischief @ No Fixed Address *Lead Agency
Greg Hahn, Co-Founder and CCO
Kevin Mulroy, Partner & Executive Creative Director
Bianca Guimaraes, Partner & Executive Creative Director
Jeff McCrory, Partner & Head of Strategy
Kerry McKibbin, Partner & President
Katilin Kehoe, Art Director
Patrick LaBelle, Copyrighter
Diana Baran, Account Director
Amanda Chau, Account Executive
Spencer Houghton, Integrated Producer
Fish Consulting
SUMMARY
This case study is proof that a brand doesn’t have to have SuperBowl sized budgets to get SuperBowl sized attention. How viewers engage with the big game is shifting. Over 60% of viewers engage on social platforms during the broadcast. So we hijacked the big game, by betting on the power of second-screen and elbowed our way into the game day conversation without dropping $7M. Our bet paid off. We drove double-digit sales growth, 13-month high in memberships, significant increase in favorability and awareness, and more mentions than paying advertisers.
