Planet Fitness
Planet Fitness · How a multi-state Planet Fitness franchisee put its brand on the road across three markets and measured who showed up at the gym.
23.75M
reported impressions
163,418
miles driven
50
vehicles, 3 markets
67%
visitation lift vs. control
A multi-state Planet Fitness franchisee group wanted to build top-of-funnel visibility across Phoenix, Kansas City, and Oklahoma City, and measure whether the presence of the wrapped vehicles translated into gym visitation.
To achieve this goal, Carvertise activated 50 high-mileage branded rideshare vehicles across the three markets (25 in Phoenix, 13 in Kansas City, and 12 in Oklahoma City) through a Mass Market Saturation campaign. The campaign was amplified via six SWARMS, which were placed at local events. Signal IQ was also activated to conduct footfall studies across all gym locations.
Over the 12-week flight, the fleet drove 163,418 miles and delivered 23,750,848 reported impressions.
A StreetMetrics visitation study compared 1,202,716 exposed devices against a control group of 761,097 unexposed devices. Individuals exposed to the wrapped cars were 1.67x more likely to visit than individuals within a control group that were not exposed to the wrapped vehicles, a 67% lift at a 99% confidence level. Findings represent gym visits measured through mobile-device observations, not confirmed membership sign-ups.
Reach & frequency
Signal IQ · by marketvisitation lift vs. control
Individuals exposed to the wrapped cars were 1.67x more likely to visit than individuals within a control group that were not exposed to the wrapped vehicles.
