24 Hour Fitness unveiled an ad campaign last night built around the reality of club members' lives that includes network TV ads and a dedicated Web site, 12millionlives.com.
The
first spot, "Sharlynn," follows the tribulations of a Utah woman who "lost more than 130 pounds and gained her self-confidence back." On the Web site people can interact with Sharlynn and other
members in the ads and can add their own stories to the case files.
The combination of real-life people in traditional ads with online social media may effectively tap the emotions of its target audience. "24 Hour Fitness is dedicated to helping people change their lives and we want that passion to come through in this new campaign," says CEO Carl Liebert.
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