The team at Gold’s Gym Tallahassee, a locally owned branch of the internationally recognized Gold’s Gym franchise, was celebrating 20 years in business. Representatives from Gold’s had a desire to use the milestone event to increase awareness, engage audiences and ultimately, boost memberships at their three locations. They needed a dynamic concept that positioned Gold’s as a trusted local business with a vested interest in the success of their community.
BowStern created the “Gold’s Gives Back” contest, an interactive social media campaign that encouraged community members to nominate their favorite nonprofit for a chance to win $500 and an organizational gym membership.
In addition to grassroots PR efforts, the team utilized a series of eblasts that featured a direct call to action and link to the contest. Once on Facebook, fans were greeted by a custom landing page that guided them through contest details and highlighted the gym’s 20-year anniversary milestone. Similar designs were implemented on other social media outlets including YouTube and Twitter.
Contact information for anyone nominating and voting was captured online. While one organization was deemed the “winner” at the end of the campaign, all nominated nonprofit organizations walked away with 30-day VIP passes for their staff members. This resulted in large number of pass redemptions and membership appointments amongst an entirely new audience.
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