GoodLife Fitness
MLSE Sponsorship Activation
Event Production, Brand Ambassadors, Sponsorship Activation, Mobile Tours, Digital Marketing, First Party Data, Design, Development
The Challenge
In an effort to leverage their new partnership with MLSE, GoodLife wanted to activate a premium lead generation campaign that would engage spectators at select Toronto Maple Leafs and Toronto Raptors games.
Strategic Approach
While GoodLife has always promoted a healthy lifestyle for all Canadians, gyms can still be intimidating to many. We decided to bring an authentic GoodLife gym experience to Scotiabank Arena to help create some excitement and an opportunity for fans to live the GoodLife.
The Campaign
We built a mini-gym utilizing GoodLife equipment and their Personal Trainers, offering fans a real taste of the GoodLife experience. Our highly energetic Brand Ambassadors engaged and encouraged fans to submit their information into our custom lead generation app to get a free seven-day GoodLife membership and a chance to win some awesome team-branded prizes.
An eye-catching footprint, supported by in-game announcements helped draw fans into our activation before and after the games, as well as in between periods.
