Twinlab Performance Beach

Challenge

  • Facilitate trial of Twinlab protein among fitness conscious demographic
  • Develop engaging experience to enhance trial and generate buzz
  • Drive target audience to retail for purchase

Strategies

  • Built mobile marketing tour reaching AVP events in the Midwest and West Coast
  • Twinlab Performance Beach; an interactive fitness competition testing people’s speed, jump and balance abilities
  • Twinlab Fueling Station; served full protein shakes and shakers for participants and spectators
  • Twinlab online “Best Abs” competition featured photo-op for on-site participants
    • Photos were uploaded to micro-site for voting
  • Staffed Performance Beach with fitness enthusiasts

Results

  • 750 Performance Beach participants
  • 25,000 full protein shake samples
  • 1,200 photo uploads, and 7,500 micro-site visits
  • 100,000+ impressions
  • Number one event attraction at AVP events
  • Featured in Event Marketer Magazine
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