The Friskis and Svettis Gym Franchise is using the selfie to get more members and make money. The Swedish franchise launched a campaign that encouraged its members to take pictures of themselves working out.

The gym sent out special t-shirts with mirrored versions of the logo and the name of one of the specific locations on it out to their most active members and then proceeded to hand out more shirts at the gyms for free, with one caveat. They had to take a picture of themselves wearing the shirt while working out and post it to Instagram using one of the most popular exercise related tags.

The shirts sold out rapidly and the two-week campaign resulted in a fast array of pictures, and the selfie photos are still cropping up, effectively turning the Instagram page into a lifestyle ad for the franchise. The Friskis and Svettis selfie campaign is an ingenious way to spark interest in the consumer while simultaneously promoting your product or service.