How it started – Coach Megan Parsons, director of CrossFit Central’s Boot Camps, was looking for a way to increase our followers on Twitter & Facebook for Relentless Boot Camp in Austin. We started to brainstorm, what is something very simple that, on average, people immediatley respond to —> prize giveaways, cash giveaways & free boot camps (especially during the month of December).
Buzz Initiative #1:
We put an ad in our local Fitness magazine beginning in November that directed people to cut out the ad and take a picture of themselves with the ad and upload it to the Relentless Boot Camp Facebook account. From there they would be entered into a drawing for $1000 in prizes. So far the result of this initiative has been decent but a little lack luster. Two people have uploaded their picture to the Relentless FB.
Critiques: The placed ad was okay but could have been more attention getting and the call to action hyped up more. However, it did get our brand out in the market place, some points for increased brand recognition. This campaign will run through January so there is still plenty of time to create more momentum behind this.
Buzz Initiative #2:
The next idea has been wildly popular – 12 Days of Giveaways. People are very familiar with this phrase when tied to the Holidays and we teamed up with our local Luke’s Locker. They agreed to donate 12 gift cards, each varying in amount. In return they are getting a ton of cross promotion and new customers in their store to redeem the gift cards.
The Way it Works:
Each day Relentless Boot Camp Twitter account puts out a question or a challenge. For example: 20 burpees for time, first person to tweet their time to @RelentlessCFC wins two $20 gift cards to Luke’s Locker. The question typically goes out in the afternoon and is hyped up in the morning to get people excited for the question. Then, people’s answers are re-tweeted, new followers are engaged, winners are announced and good content is pushed out in between the giveaways.
Results So Far (2 Weeks time):
- Gained 40+ new Twitter followers
- 15+ new people trying out our free boot camp
- 3 new December boot camp sign ups
We’re right in the middle of these campaigns, more work to be done! We’ll put up a full report on these buzz worthy campaigns soon.
Mid Week Links:
What Start Ups Can Learn From the Big Brands
5 CEO Tips for a Holly Jolly Holiday Speech
10 Most Viral Video Ads of 2010
DEC
About the Author:
Garage Gym Blueprint is dedicated to bringing systems and practices that a proven to run a successful Garage Gym and or Fitness endeavor. Modeled after the success of CrossFit Central and many other Austin Fitness Brands, the GGBP is driven to help others make their vision a reality.