Task
Promote the 6-week long member-exclusive Monday Night Ride classes featuring guest appearances from former NFL football players including Reggie Wayne, Jevon Kearse, and Fred Taylor.
Campaign Goals
Promote the 6-week long campaign of classes.
Meet or surpass our engagement rate benchmarks per platform.
Entice Member class participation and community engagement in our member dedicated Facebook Group.
Strategy
We knew leaning into the former NFL players in the creative would generate excitement and give the classes clout. Knowing this, we wrote varying social scripts for each of the 6 former NFL players and asked them to film a short 10-15 second video promoting the class. We utilized the same social script to ladder up to specific talking points in the class. We then worked with the creative team to conceptualize consistent creative for all 6-weeks of promotion to ensure the classes were easily recognizable by our members.
With each passing class the general message continued to promote the rides and generate hype leading up to the final Halftime Hits ride on the night of Super Bowl Sunday.
