Planet Fitness Social Media Campaign

Creating branded stories for social media campaigns can be tricky and rewarding. Recently, Cardboard Spaceship had the opportunity to work with world renowned advertising agency, Barkley, to create a social campaign for their client, Planet Fitness. The idea was to create a series of commercial campaigns directed at engaging teenagers.

Give the current marketing challenges towards teenagers, Barkley’s mission was to deliver a messages to teenagers that deeply connected with them. They set out to craft content that teenagers could genuinely relate to, content that seamlessly blended into their world, resembling entertainment rather than traditional advertising.

Cardboard Spaceship was contracted to help this vision come to life.

Array
(
    [acf_fc_layout] => content-row
    [content] => The Creative Solution
Barkley and Planet Fitness came up with a solution that has really paid dividends. They offered teenagers an exciting and energy-boosting experience absolutely FREE, thanks to the High School Summer Pass. But hold on, it wasn’t just a typical free gym membership promotion. It was a show within a promotion.
Enter “On this Repisode of High School Summer Pass,” a hilarious comedy series that playfully mocked the teen dramas that high schoolers often binge-watched during the summer break. series followed the lives of six teenagers as they embarked on a fitness journey through Planet Fitness’ High School Summer Pass program.
Tailored for teen-friendly platforms like TikTok and Instagram Reels, this series consisted of ten episodes, affectionately known as REPisodes. Each episode parodied popular teen shows such as “Riverdale” and “Outer Banks.” However, instead of the usual teen drama tropes like football teams and breakups, the storylines revolved humorously around life in the gym and the fantastic perks of the PF High School Summer Pass. Viewers had enjoyed laughs as they explored topics like living judgment-free in the “Judgement Free Zone,” mastering the art of being Gym Bros in a sea of equipment choices, and even a rowing machine romance.

    [section_settings] => Array
        (
            [classnames] => 
            [section_id] => 
        )

    [max_width] => 1
    [above_content] => Array
        (
            [enabled] => 
            [content_item] => Array
                (
                    [] => 
                    [content] => 
                    [content_wrapper] => 1
                    [wrapper_classnames] => 
                    [wrapper_id] => 
                )

        )

    [below_content] => Array
        (
            [enabled] => 
            [content_item] => Array
                (
                    [] => 
                    [content] => 
                    [content_wrapper] => 1
                    [wrapper_classnames] => 
                    [wrapper_id] => 
                )

        )

)

The Creative Solution

Barkley and Planet Fitness came up with a solution that has really paid dividends. They offered teenagers an exciting and energy-boosting experience absolutely FREE, thanks to the High School Summer Pass. But hold on, it wasn’t just a typical free gym membership promotion. It was a show within a promotion.

Enter “On this Repisode of High School Summer Pass,” a hilarious comedy series that playfully mocked the teen dramas that high schoolers often binge-watched during the summer break. series followed the lives of six teenagers as they embarked on a fitness journey through Planet Fitness’ High School Summer Pass program.

Tailored for teen-friendly platforms like TikTok and Instagram Reels, this series consisted of ten episodes, affectionately known as REPisodes. Each episode parodied popular teen shows such as “Riverdale” and “Outer Banks.” However, instead of the usual teen drama tropes like football teams and breakups, the storylines revolved humorously around life in the gym and the fantastic perks of the PF High School Summer Pass. Viewers had enjoyed laughs as they explored topics like living judgment-free in the “Judgement Free Zone,” mastering the art of being Gym Bros in a sea of equipment choices, and even a rowing machine romance.

That Wasn’t All:

In addition to the series, viewers were also treated to behind-the-scenes content, offering an exclusive peek into the making of “On this Repisode.” Inspired by the bonus content often found alongside their favorite teen dramas, the creators had sat down with the talented actors post-episode to get their insights and thoughts on the series.

Putting the Audience in the Spotlight:

Barkley had also incorporated AI filters to put the followers at the heart of the HSSP show. By allowing viewers to see themselves in a virtual yearbook photo, the experience was turned into a fun game. Viewers had received randomly generated “superlatives” related to high school fitness, such as Best Form, Ultimate Gym Bestie, or Cleanest Gym Locker. It was all about making that journey interactive and enjoyable for everyone involved!

Array
(
    [acf_fc_layout] => content-row
    [content] => The Results

    [section_settings] => Array
        (
            [classnames] => 
            [section_id] => 
        )

    [max_width] => 1
    [above_content] => Array
        (
            [enabled] => 
            [content_item] => Array
                (
                    [] => 
                    [content] => 
                    [content_wrapper] => 1
                    [wrapper_classnames] => 
                    [wrapper_id] => 
                )

        )

    [below_content] => Array
        (
            [enabled] => 
            [content_item] => Array
                (
                    [] => 
                    [content] => 
                    [content_wrapper] => 1
                    [wrapper_classnames] => 
                    [wrapper_id] => 
                )

        )

)

Branded Stories in Social Media Campaigns

Planet Fitness Social Media Campaign

The Creative Solution

The Creative Solution

That Wasn’t All:

Putting the Audience in the Spotlight:

The Results

The Results

Next Blog: LED Volume Transforms LL Bean’s Fall Fashion Showcase