Crunch Fitness is giving consumers a new reason to consider joining the gym. The fitness center has launched a one-of-a-kind promotion touting underwear as its main driver to boost membership and aid a non-profit organization at the same time.
Consumers who drop off a new, fresh pair of underwear to Crunch to donate to Undershare, Inc.—a non-profit organization dedicated to providing underwear, toiletries and other essentials to the homeless, sexual assault crisis and prevention service groups—will have their initiation fee waived if they join the gym.
The promotion, which kicked off in New York May 11-14 targeting consumers 18 to 40, continues today in Chicago through May 21.
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| Crunch Fitness will waive the initiation fee for new consumers who bring a fresh pair of under- wear to donate to Undershare |
Lured by underwear-clad “models” (regular, everyday people), teams canvassed New York streets last week handing out pairs of underwear and die-cut panty-shaped cards branded with the Crunch logo “Pay As You Go.” In addition, consumers who had their photographs taken with Crunch models were directed to the Crunch Web site to see their pictures online at Crunch.com/undies.
Consumers also had a chance to get down to their own skivvies and exercise in their underwear as part of the Crunch’s Panty Party on May 11 when the fitness center hosted a special one-time session of hi-lo aerobics at Union Square Park. A second outdoor Panty Party aerobics class is scheduled in Chicago for May 19 at noon on Michigan Avenue.
Crunch reached some 75,000 consumers via the New York promotion. So far, about 400 pairs of underwear have been collected to benefit Undershare. The promotion was a unique way to increase gym membership while helping out the needy at the same time, said Crunch’s director of marketing Rebecca Rothman.
“We’re getting a lot of feedback,” Rothman said. “It’s amazing to see how many people [are willing to] bare all.”
Doug Akin, director of business development for Mr. Youth, which handles the events, calls the promotion “a fresh approach to standard street team tactics.” He said the promotion, the first organized by Mr. Youth involving models in underwear, is drawing lots of interest to boost a brand and help a good cause.
Print ads, Internet materials, direct mail and outdoor ads support.
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