Fitness First's SMS recruitment drive

Campaigns: Thurs 14th May 2009

Fitness First is launching a new acquisition campaign, and potential gym members will soon be approached by SMS.

The company has partnered with the network o2 and is using SMS as a means to deliver a more effective and relevant marketing programme. The target group, which include sports and health interested 18 and 35 years olds, will be asked to respond to a SMS message with their postcode. In return they will receive a text voucher offering five days free membership and a personal training session.

The gym aim to increase membership success rates and relevance of the offer by using location-based targeting.

Sophie Lawler-Hall, UK marketing manager at Fitness First says:

"using this highly targeted medium is helping to ensure maximum campaign effectiveness, proving mobile to be one of our most successful acquisition tools to date."

Article Links
View full article at the Mobile Marketing Magazine