Planet Fitness’ new creative campaign now has a digital campaign extension living on Facebook and mobile, built to further embrace the rapidly growing health club franchise’s consumer in the brand’s cheeky, unapologetic way. Called “Clunk-A-Lunk,” it’s a game hosted on Planet Fitness’ Facebook page and available on mobile at ClunkALunk.com, with an objective to give “Lunks”– anyone with a tendency to “Gymtimidate” the average gym-goer by grunting, dropping weights, or wearing very little clothing, a friendly clunk.
Using a mouse, users can move the animated fist over an illustrated Lunk and click to “clunk.” Players have 30 seconds to clunk as many Lunks as they can. Regular Lunks count as five points each and “Golden Lunks,” if you can clunk ‘em, count as 50.
The top three scores each week will receive 12 months of free membership to Planet Fitness.
Clunk-A-Lunk is a digital extension of the “Gymtimidation” creative campaign that RT+P revealed in January 2013, with two 30-second spots airing during NBC’s The Biggest Loser, with more to come througout the year. Each ad features scenarios that caused a consumer to “not like gyms” and deterred them from joining. These Lunk antagonists include juiced-up power-lifters, overbearing Yogi’s, self-absorbed “hot” girls and a too intense personal trainer that feels more like a Drill Sergeant.
Clunk-A-Lunk is being supported with paid media on Twitter and Facebook.
Chief Creative Officer: Steve Red
Executive Creative Director: Steve O’Connell
Creative Director: Bryon Lomas, Todd Taylor, Joey Crawford
Art Director: Michelle Maben
Copywriter: Jon Goldstein
Developers: Ryan Epp, Aaron Grando
Producer: Joe Mosca
Account Executive(s): Perry Morris, Elizabeth Latham
Production Company: Chong Pak DP
Director: Steve Belkowitz
Photography: Steve Belkowitz
Audio Mix: Philly Post