For their inaugural year as a sponsor of the Rose Bowl and Rose Parade, 24 Hour Fitness wanted to develop a family-friendly interactive footprint that included a social extension and aligned with their overarching marketing campaign ‘Do More with Your 24.’
Wasserman developed an open-concept footprint that provided consumers with the opportunity to make a commitment to ‘Do More with Their 24’ by stating their 2017 pledge on an oversized branded chalkboard.
Consumers also had the opportunity to take photos holding a paper version of their pledge which created a turnkey opportunity to share images via email or social channels.
To help keep the kiddos busy while the adults participated in the activation we also created a kid-friendly corner that featured health inspired coloring paper and a variety of craft products.
The activation generated more than 25,000 impressions, created more than 72 square feet of inspirational messages and distributed over 7,500 branded premiums.