High School Summer Pass
Planet Fitness
The Challenge: Every summer, Planet Fitness releases the High School Summer Pass — a free, summer-long gym membership for teens between the ages of 14-19. However, 93% of high schoolers feel too insecure and awkward to work out at a gym. So, how do we raise awareness for the Judgement Free Zone and the program as a whole amongst Gen Z on social?
The Solution: High School Summer Pass: The Show. We created a cast of teens that reflect the real life characters you’ll find in every high school. We allowed our audience to see teens similar to themselves leave their insecurities at the Planet Fitness doors and conquer typical, awkward teen encounters in a humorous way.
Agency: Barkley
We released new “Repisodes” of the show throughout the summer to keep the program top of mind.
We created AR filters to encourage engagement, posted timely memes, and provided followers with a suite of giphy stickers to use on their own gym selfies.
In addition to the “Repisodes,” we also captured supporting BTS content of the cast.
And throughout the entire summer, we took participants through a thorough email journey.
