Muscle Milk, the popular protein shake brand, recently unveiled an intriguing new marketing campaign just in time for the new year. The brand is offering to pay for 2,020 people’s January gym membership for a total of $50 to each. The motivation for this campaign is to reward those who have been at the gym all year because the discounts this time of year are normally geared towards new gym-goers.
To enter, participants need to share a gym selfie on Instagram (either as a post or on their story) or on Twitter and tag @MuscleMilk with the hashtag #MuscleMilkSweepstakes. The winners will be notified via social media and receive either a Venmo or a cheque to cover the cost of their January gym membership.
Image Credit: Muscle Milk
Key Themes Behind This Trend
- Social Media Fitness Challenges
- Opportunity for brands to engage with consumers by incentivizing fitness goals through social media challenges.
- Brand-driven Wellness Incentives
- Brands can attract and reward loyal customers by offering wellness incentives, such as paying for gym memberships.
- Year-round Fitness Promotions
- Promotional campaigns centered around fitness can be extended beyond January to engage and retain existing gym-goers.
Where This Applies
- Fitness and Wellness
- Disruptive innovation opportunity: Integrating technology-driven initiatives to enhance the fitness and wellness experience for consumers.
- Food and Beverage
- Disruptive innovation opportunity: Creating partnerships between food and beverage brands and fitness/health-related companies to offer joint promotional campaigns.
- Social Media and Marketing
- Disruptive innovation opportunity: Developing new social media strategies and tools to enable brands to effectively engage with consumers and run viral fitness challenges.
