Brands spend millions every year on Super Bowl advertising. Some of 2023’s top ads included spots from PopCorners, The Farmer’s Dog, Disney, Bud Light and more. Super Bowl advertising can be very effective, but it can also be costly. As such, it’s become imperative that brands seek to punch above their weight through less expensive channels to deliver ROI.
With this in mind and in collaboration with creative AOR Mischief, Fish led PR strategy to “hack” the Super Bowl for Anytime Fitness. In an effort to authentically build awareness around the “Big Game,” we all worked to create a social media campaign that would drive consumer participation and encourage game viewers to engage with the brand.
As such, anytime anyone heard the word “Anytime,” they could use #JustHeardAnytime on Twitter or Instagram and would be entered into a sweepstakes to win a trip anywhere in the world there’s an Anytime Fitness or a free Anytime Fitness membership. With more than 5,200 locations in approximately 40 countries and on all seven continents (yes, even Antarctica), a trip anywhere in the world there’s an Anytime Fitness club presented a unique trip opportunity for the grand prize winner.
To drive campaign awareness leading into the Super Bowl, an aggressive integrated approach was launched across owned and earned channels. To build media interest, we leaned into several different angles – including burning off calories post-game and connecting to a time when resolutions are traditionally dropped. We targeted media across health and fitness, travel, sweepstakes / deals, franchising, etc. and landed several placements that helped educate viewers on action required to be eligible to win, while also encouraging Big Game announcers to utter the word “Anytime.”
Anytime was mentioned a few times during the broadcast and the campaign drove unprecedented engagement for Anytime Fitness. The #JustHeardAnytime hashtag was used nearly 6,000 times and brand favorability jumped 10 points, which is the highest Anytime Fitness has ever seen.
This integrated approach proved that it’s not necessary to drop millions on TV advertising to build brand awareness and deliver ROI. With consumers gravitating towards social media, it’s imperative that brands consider alternative ways to engage with current and prospective followers.
We were privileged to work on this campaign and lead PR strategy. Our team eagerly awaits the next “hacking” opportunity…
