BLO BLOW DRY BAR CASE STUDY

Overview:

Blo downtown Denver opened a new location near Union Station. They needed a visually-unique way to target locals while providing answers to basic questions about Blo.

 

 

Goals:

  • Activate the Blo brand within a half-mile of their new location in downtown Denver.

  • Distribute cards

THE STRATEGY

Chumba Media partnered with Swurveys and Air Fresh Marketing to deploy a Planet Fitness Super Street Team on the 16th Street Mall and in the surrounding area of downtown Denver within proximity to their new location. The teams were fully-trained in the basic offerings of Planet Fitness to educate the general public of downtown Denver. A Planet Fitness-branded Swurvey was created and deployed via tablets given to the brand ambassadors and via SMS-codes printed on 2.5" x 3" distributable cards that were given out to everyone who passed by the team. This activation was deployed over the course of six consecutive weeks during peak traffic times making the billboard team visible to approximately 80% of downtown Denver's 16th Street Mall population and the visitors to downtown from surrounding neighborhoods in the Denver area. The billboard team also increased the efficiency of a traditional OOH campaign that was deployed simultaneously.

ROLLING BILLBOARDS

This campaign consisted of multiple creative changes in set intervals including both vinyl banners and die-cut foam-board extensions.

PRINTED COLLATERAL

The team distributed over 10,000 pieces of collateral to locals right in downtown Denver.

MOBILE DIGITAL EXPERIENCE

Our partners over at The Consumer Engagement Co. created a custom, Planet Fitness mobile website designed to gather market research while qualifying participants into leads.

THE

RESULTS

  • 53% response rate

  • 1,200+ day passes redeemed

  • 800+ qualified leads in downtown Denver

  • 9% data-capture rate

  • 18% click-through rate on mobile website

  • 95% hot/warm leads

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