Can a brand try to own New Year’s Eve, or at least the eyeballs turning to “The Crossroads Of The World.” Planet Fitness certainly gave it a shot.
The New Hampshire-based chain, one of the largest and fastest-growing franchisors and operators of fitness centers in the United States, known more for its fun commercials, non-intimidating atmosphere and affordable prices, became the presenting sponsor of the Times Square New Year’s Eve Celebration.
Times Square became a sea of purple and yellow when Planet Fitness handed out thousands of branded hats and balloons in its signature colors on New Year’s Eve. Additionally, the chain did a special giveaway for VIP experiences through their socials followings, and backed it all up with a large spend on ABC’s “Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2016.” In addition, Planet Fitness was showcased throughout the official Times Square 2016 webcast, which will be live steamed on TimesSquareNYC.org, TimesSquareBall.net, NewYearsEve.nyc and on many other sites.
The takeover comes at a crucial time of year for fitness chains, as resolute Americans again try to get in shape and join gyms locally and nationally. Whether those resolutions and memberships pay off for the long term for the consumer is something of debate, as attendance goes up and down with people’s crowded lifestyles. The goal for gyms is to lock people in and tap their credit cards monthly whether they attend or not. Planet Fitness’ goal is simple, low cost and no hassle, a gym for everyone, and taking on New Year’s Eve where the most eyeballs are focused gives them a creative branding edge over any other chains.
Does it pay off? Yes there were other brands (Sketchers, even the now closed Toys R Us store) that had a year-round presence in Times Square and got exposure as well, and Pepsi did a pretty big visual takeover of many of the boards in and around the stages set up, which did pop up on broadcast and in some photos. Details of signups will play out over a few months, but the exposure the brand received, countless shots of revelers on the live broadcast with bright and well-designed signs, creative logo placement, a massive brand ambassador campaign and a huge sea of purple and yellow which other brands have not achieved (Nivea did a sponsorship a few years ago without the same visual effect) not to mention photos with branding on the front of newspapers like The New York Times seems to have gotten Planet Fitness and its brand a healthy strategic start for 2016, cutting through the clutter and engaging consumers with a sustained effort and a captive audience.
