Planet Fitness


How can Planet Fitness own the busiest and most competitive time of the year in the fitness industry?


Digital, Experiential, OOH, Radio, Social, TV, Video

With January being the peak month for joining a gym, we decided to launch our campaign during the fitness world’s Super Bowl, New Year’s Eve. 

We took over one of the world’s biggest stages, Times Square. Our integrated NYE campaign hit our target audiences and kickstarted acquisition during the mission-critical month of January.

As midnight approached, millions of people would be tuning in to watch the ball drop, we started a countdown of our own with a 60-second New Year's Eve spot — with each second of the countdown representing a judgment from the past year. The spot was later cut into shorter vignettes.

Digital billboards introduced millions of people to our message. Brand and promo TV spots ran throughout the Dick Clark’s New Year’s Rockin’ Eve broadcast, serving as a launching point for shorter digital videos that ran on PF platforms. We awarded the very first “Be Free” Awards, which then spread like crazy as these influencers took to their social channels to share the news. To top it all off, we covered the massive party in Times Square from start to finish, giving second-screen users at home exclusive on-the-ground content from Planet Fitness.

  • 700 join attempts per minute
  • 67% increase in joins YoY
  • 8x increase in web traffic
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