Under Armour Connected Fitness Blog

Baywatch Engages Active Movie Enthusiasts Across Under Armour Connected Fitness

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Campaign highlights:

  • Over 213K participants joined the Baywatch challenges
  • Over 160K people also opted in to receive additional promotional emails from Paramount and new releases.

Objective:
The Under Armour Connected Fitness platform brought the 2017 Baywatch film to life through unique virtual executions that infused the Rock and other cast members into the connected fitness realm through virtual challenges and content alignment.

Under Armour Connected Fitness measured success through high participation and engagement rates from participants in both the MapMyFitness and MyFitnessPal Baywatch challenges. Goals were to drive engagement through challenge participation, generate excitement for the film, increase awareness (this campaign saw huge impression numbers) and drive ticket sales through a custom link that led to the Baywatch Fandango page.

Solution:
The UACF solutions team created custom virtual challenges that encouraged users to workout 20 times in 30 days. Throughout the challenges, Baywatch rewarded users for hitting workout milestones with in-app video preview clips, which was a first for the UACF challenge platform. Baywatch also sponsored relevant articles building up momentum and excitement for the premiere release. Some highlights included ‘Healthier Snacks to Eat at The Movies’ and an article featuring an interview with a beach lifeguard providing workout tips.

Impact:
Over 213K participants joined the Baywatch challenge for the chance to win a round-trip weekend getaway to Santa Monica, complete with surf lessons and dinner on the beach. Over 160K people also opted in to receive additional promotional emails from Paramount and new releases.

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