Anytime Fitness Generated Big-Game-Size Buzz Without a Super Bowl Ad

Wed, 17 Apr 2024 00:00:00 -0400
REGGIE Awards

Anytime Fitness couldn’t afford to buy a $7 million Super Bowl ad, so the brand subverted conventions by hijacking the Super Bowl without an ad, turning the Big Game into a big game of bingo. The effort significantly surpassed all internal goals, tangibly built the brand, and contributed to increased revenue.