6/3/10
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
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=129254&nid=114937
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5 comments:
Offering a free day once a week for non-members is a great way to get new members if they enjoy their experience. Considering the findings of the studies regarding exercising, it does seem like a pretty good fit: what's to lose? Work out for free, see a sneak preview of a TV show about powerful women, sign up for ongoing workouts in teams with other women, and I've noticed that people at the gym usually watch the TV screen when they workout...making it pretty easy and entertaining, seems like a good fit.
I do believe this is a much better fit than the Aflac Duck paired with Toy Story 3. There is truly an emotional connection. Since women are constantly comparing themselves to one another, myself included, it makes perfect sense to show women images of other women who are in seemingly good shape and then flashing a solution to how we can also attain a similar physique. I also think adding a free or complimentary workout is great; anything free is great!
This is better than the Aflac and Toy Story 3 combination. A simple unagressive voicemail is perfect to put the "bug in the ear" of non-exercisers. A free work out that will air an episode of a strong female driven televison show matches up a lot better than an injury Insurance Duck and Buzz Lightyear.
Considering that women usually are concern about their aesthetic, one further provocation can be really effective to stimulate them to go to Curves. This associated with a sneak preview class is very good tactics. Curves should get new members and TNT should get a consistent audience because this emotional link will generate the interest for the series via identity or comparing with the character. Therefore it is a effective effort.
This seems like a really innovative way to cross-promote, though I'm not really sure about women identifying with the heroines depicted on screen.
Intelligent, self-possessed, and passionate characters? Great.
Who just happen to look like models? Not really the healthy body image your average woman should be aiming for (or so I'm told).
The real question is when are they going to start running Sunday Night Football exercise events to get the rest of us away from the brewkies and chicken wings. . . .
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