Gold’s Gym, a fitness gym combining diverse amenities with personal training to deliver the ultimate fitness experience, successfully employed an acquisition campaign with Super Rewards to generate awareness and sign-ups for their 7-day free trial during the seasonal New Year’s Resolution surge.  The campaign targeted males and females 25 years and older, seeking to improve their health and wellness as they moved into the New Year.

In the past, Gold’s Gym has done a great job of reaching the obvious audience – the potential members who participate in charity runs, shop at sporting goods stores and eat at healthy restaurant chains.  The integration with Super Rewards allowed Gold’s Gym to reach an incremental audience: consumers who are actively playing social gaming.  The social media consumer base was attractive to Gold’s Gym because it allowed them reach outside their comfort zone and provided the opportunity to expand their awareness, exposing them to everyone from professionals to students to stay-at-home moms. Bottom line, these people were not being touched by Gold’s Gym’s traditional marketing efforts.

Gold’s Gym was interested in running a short acquisition campaign focused on the first half of January to take advantage of those consumers who had New Year’s Resolutions fresh in their mind and still had the energy to reach those goals.  Because they were going after an incremental audience who may not have been as focused on researching gym memberships, the timing of the campaign was crucial.

Upon clicking through the Gold’s Gym offer on the Super Rewards Offerwall, the consumer was taken to a signup page within the Gold’s Gym website.  The main focus of the page was a short form allowing the consumer to sign up for their free 7 day VIP gym membership. To qualify for the VIP pass, all that was required was the consumer’s name, email, zip code and phone number. Step two of the VIP membership was the selection of the local gym the consumer was interested in trying and finally the consumer reached the printable VIP membership coupon.  Along the way, options are presented to sign up for a free fitness assessment with a certified trainer as well as enrollment for an extended 30 day trial.

After the initial 2 week test, the results were so positive the client requested we keep it running as a month long acquisition campaign. In the 30 days Gold’s Gym ran on the Super Rewards platform, they received a total of 15.5 million value-added impressions, generating 11,200 sign ups for Gold’s Gym’s free trial offer.