énergie is the official fitness partner for the new Hercules film, featuring Hollywood giant Dwayne Johnson, otherwise known as The Rock. Hercules is being billed as one of the year’s biggest action movies and will feature extensively in énergie marketing materials. As part of the agreement, énergie will promote the film across its UK estate that encompasses its three core brands, Fit4less, Fitness for Women and Fitness Clubs.
To support the on-site POS for the film, the Group has created an interactive social media platform to engage with its members, drive a fitness and wellbeing message while seamlessly linking to the film. The ‘Who are you?’ campaign uses video as a base platform to post members’ Herculean Challenge – a fitness pledge from start date until the end of July.
Dean Frost from the Marketing Support Team at énergie Group said: “Hercules is one of the biggest films to hit the box office this year so far and we’re delighted to partner with them. The clubs have fully supported this campaign and explored the simplicity of uploading digital content and sharing across their social media channels to extend their message and reach a wider audience.”
Part of the incentive for members to enter a Herculean Challenge is the chance to win a VIP trip to Rome, Italy to take part in Gladiator School. Dean adds: “The response from members has been better than we had anticipated and, due to the nature and format of the campaign, it has encouraged a great social media interaction.”
énergie Group Chairman and CEO Jan Spaticchia commented: “We have been working with national partners for many years. This is our first time working with one of the biggest film production companies in the world. As well as raising our profile on a national level, it adds to the customer experience.”
Members entered the competition through a dedicated microsite which has received over 3,000 entries to date.