TNT wants to boost its female-driven dramas, and Curves wants to boost membership. Together they have created a “Strong Women Challenge.” TNT hopes viewers will identify with the characters on its dramas. Curves hopes women will work out three times a week for the six week length of the promotion.
The “wow” tactics for the effort include “Try Us Tuesdays” at Curves, when non-members will be welcome; and a sneak preview of TNT’s new drama “Rizzoli & Isles,” where women will be encouraged to sign up for workout teams based on the women portrayed in TNT shows. (Friedman, 2010)
Given that recent studies show that 40% of people prefer exercising with others, and that a nudge as minor as a voicemail reminder can be effective in motivating non-exercisers. The idea may have potential.
What do you think? Is this a better fit than AFLAC and Toy Story 3?
Friedman, W. (2010, June 1) TNT, CURVES’ “Woman Challenge’ Push Health, Character Bonding. Mediapost.com Retrieved June 2, 2010, from