24 HOUR FITNESS: 2010 OLYMPIC SPONSORSHIP
Over the years, I've worked on a number of campaigns to help drive awareness of 24 Hour Fitness' support of Team USA as well as deepen engagement with fans, members and potential members.
For the 2010 Winter Olympics, I led the development of an online program in concert with in-club and offline activities focused on the personal stories of 8 Olympic hopefuls sponsored by 24 Hour Fitness. We also connected the Olympians’ training journey to those of real customers through dynamic photographic visuals.
Geographic and timezone-targeted ads promoted the broadcast times for our sponsored athletes’ events to drive engagement with their olympic journies.
We integrated blogs, video diaries and custom workouts into the 24 Hour Fitness Olympics website and across social channels. Branded Olympic channels across Facebook, Twitter, and YouTube allowed us to distribute content and engage users on their own terms. 24 Hour Fitness received over 500,000 views of Olympic content across the social channels, which in turn drove a 20% increase in engagement.
