Client’s objectives:
To launch The Protein Project to consumers, offering them the chance to engage with it whilst providing an interesting, exciting and educational training experience, to help Maximuscle deliver the protein message.
PrettyGreen organised and ran three consumer events in different disciplines over a 12-week period. The events offered consumers the chance to engage with The Protein Project campaign; help Maximuscle deliver the protein message, and have a minimum of 30 - 50 consumers at each of the individual events.
The campaign:
To deliver The Protein Project, three separate events took place over the campaign’s live 12-week period, bringing in 154 people to engage with the brand.
Each event championed a different sporting discipline (football, rugby and boxing) at various sporting locations across the UK, bringing dedicated sporting experts from each field to discuss their areas of expertise with the event’s attendees.
Held at well-known sporting arenas, each event took over the venue to create a fully branded consumer experience – positioning Maximuscle as the catalyst bringing sporting enthusiasts and experts together.
Preparation began in the early hours, with PrettyGreen on site from 5am to commence event set-up. Having liaised with all venues, the events made full use of the facilities on offer at Surrey Sports Park for the football and rugby events and both David Lloyd and Gloves Gym in Bolton for the boxing events.
The events:
Football at Surrey Sports Park (March 22nd)
Rugby at Surrey Sports Park (April 12th)
Boxing at Amir Khan’s Gloves Community Gym (May 3rd)
Upon arrival, attendees were asked to make their own ‘Protein Pledge’, designed to be a call to action that would encourage consumers to set themselves a goal and achieve it through engagement with the Protein Project.
Each event consisted of several key sections:
- Physical training – where attendees could learn how to train more effectively, gaining access and advice from Maximuscle’s professional athletes, each one at the top of their game
- Nutritional talks – conducted by Maximuscle’s trained nutritionists.
- Q&A’s with Maximuscle’s brand ambassadors (Rob Green, Martin Keown, Courtney Lawes, Joe Simpson, Paul Doran Jones Josh Lewsey, Amir Khan and Nathan Cleverly).
Client says:
"The PrettyGreen team did an amazing job of creating and managing the three Protein Project consumer events from start to finish. Their creative approach, expertise and enthusiasm meant that my team and I felt immediately confident in PrettyGreen's ability to deliver. We've created consumer training events before but these were the best yet. There was no stress and no opportunity for error - PrettyGreen had everything covered. The feedback from consumers, customers and the business has been really positive- the consumer event programme over delivered against our expectations."
Evaluation:
- 500 applicants
- Total number of consumers attending each event: football = 49, rugby = 71, boxing = 34
- 2,889 samples distributed
- 150 orders made as a result of the events
- 154 Protein Pledges made, which were tweeted about 1,373 times using the #ProteinPledge
- 6,687 uses of #ProteinProject, and1,373 uses of #ProteinPledge
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