Tuesday 28th marked the 23rd UK Sponsorship Awards, which saw MKTG take home Best Digital Sport Activation for their #WinTogether campaign with Fitness First and Team GB. Also shortlisted in the same category were EE, Samsung, Evian and Hewlett Packard. This award recognises innovation across the sponsorship industry, including new research, measurement and evaluation in the field of sponsorship.
The campaign’s primary goal was to engage new and existing customers around the brand’s partnership with Team GB, by providing unique sport experiences, both physically and digitally.
In the build up to the Rio Olympics, MKTG collaborated with Team GB athletes to create a series of in-gym exercise videos, named #WinTogether. The public could then attempt to replicate the exercises and post them on social using the dedicated hashtag for a chance to win exciting fitness prizes. #WinTogether was also used during the games, offering Twitter followers the opportunity to win a Gold Level Fitness First membership every time Team GB won a gold medal at the Rio Olympics.
In addition to the #WinTogether creative platform, MKTG created “ The Sport Profiler”, an online tool which profiled users on their personal fitness regimes, before pairing them with the best Olympic discipline suited to their exercise and lifestyle preferences. As well as being a PR generator around the 2016 Rio Olympics itself, the Sport Profiler has served as a significant digital tool, helping to drive new customers to Fitness First. If you fancy finding out What kind of Olympian YOU are, the tool is still live on the Team GB website: https://www.teamgb.com/sport-profiler/sailing
Commenting on the win, the judges said, “Fitness First’s partnership with Team GB drove high levels of engagement that ultimately translated into extra member visits and increased revenues. A particular success for Fitness First was The Sport Profiler — a digital application that shows people which Olympic sports they are best suited to, based on their exercise and lifestyle preferences”
The success of the work and the phenomenal results it produced is a great example of cross-agency collaboration, with MKTG working with Vizeum and iProspect to deliver this specific campaign and on the wider Fitness First & Team GB partnership.